Itoen’s green tea is affordable enough so that we would see at grocery stores, but on a slightly higher end thanks to its quality. To better understand about the US tea market, I went to a grocery store and found that the tea section looked very busy and cluttered because each package was screaming with busy designs. My goal was to make Itoen’s design very simple to stand out from the crowd and to highlight their simple and high-quality ingredients.

To express the brand’s hospitality spirit, my design respects the Japanese special gift packaging that uses the real wooden box. Soothing colors reflect relaxing teatime, and the modern yet friendly typeface indicates that this tea is for everyday use. The red flaps are to give a little bit of surprise when opening the box.

This box can be displayed on the store shelf both horizontally and vertically. The lid part can be torn off (yellow dashed lines in the unfolded view) so that the users can utilize the box as a storage box where the tea bags can be easily taken out.