This is my final major project for my college class. Our brief was to self direct our own proposal for a project, i decided to brand and package a luxury Japanese tea brand with a luxury gift set where i made the box and stuck the packaging to old coffee tins. I also did the photography for these photos.
Koku cha is a luxury Japanese tea brand established in 1978. The tea is sold in the western market, promoting the culture and heritage of the oldest hot drink in Japanese culture. Green tea is the main flavour sold. The tea is grown and produced in the Japanese city called “Shizuoka” which is the main location for tea production in japan, 40% of all tea in japan is produced and grown in Shizuko. The logo needs to have elements of luxury as well as communicating the organic culture of tea production. They are looking to come out with a limited edition gift set of tea, celebrating their 40th anniversary where they will be sold in high end stores such as Harrods.
The soft gradient packaging visualises a relaxed calming peaceful zen vibe. Its also inspired by the tea defusing into the water and the colours are based on the particular flavour.
I conducted a 88 page research paper which helped come up with a suitable brand strategy for koku cha.
grade - distinction
In this project, I also made the luxury bespoke gift box, designed and painted from sketching to the final box. The box layout is based on a old Japanese system called tatami. The tatami is a type of mat used as a flooring material in traditional Japanese-style rooms made up of blocks and grids.
Here is a breakdown of the stages in went through which lead me to the final result.