Be Twenty Five was commissioned to develop an identity system and package design for a Japanese brand of tea. The creative process began by researching the ancient tea culture of Asia, specifically Japan. Through their research, they found out an oldest Japanese specially tea book from, Kissa Yōjōki (喫茶 養生 記) ” be healthy through tea” written in 1211.
The designers took inspiration from that book contents, “it became the guiding concept behind the identity system; first of all we came up with name Yojoki. The brand always appears surrounded by white, within a context filled with handmade textures, shapes, floral elements and kanji script -one of the first writing systems. The concept of luxury is inherent to the product, we integrate it through a Didona typeface developed for the brand, which comes alive through subtle printed finishes and high-quality materials.”
“All the elements of the brand are interconnected through the packaging and its different presentations, as well as complementary elements such as wrapping paper, stickers, postcards and fact sheets which communicate the different types tea blends.”
