(OCHA)
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Origins of OCHA
Tea plays a very important role in Japanese culture. Being the most commonly drunk beverage in the country, it can be seen why Japan has its own tea ceremony. The Japanese tea ceremony, also called the Way of Tea, is a Japanese cultural activity involving the ceremonial preparation and presentation of matcha, powdered green tea. This ceremony is extremely important and requires many intricate details for it be completed correctly. The Japanese focus on green teas and have many variations. It is not common to see a flavoured tea in Japan. This is the reason I have developed OCHA. OCHA embraces the culture and traditions of tea in Japan, but with new vibrant flavours.
Developing the brand
While developing the logo and branding for OCHA, many different options were considered. Eventually it was concluded that the most effective option was to use traditional Japanese script for the logo. This led to many attempts in generating the right effect and style for the logotype. The logo will still require slight refining to maximise its potential in the market, but at this point the design symbolises the brand and its values very convincingly.
Developing packaging The initial concept for OCHA was to create a set of teas that would be sold together rather than individually. While this idea would have been very attractive, it was not cost effective. The first element to be designed was the front of the packaging. Five flavours were implemented to generate a perspective of how the brand would appear. Of these five, three flavours would be chosen for the final packaging.
Font:WOODIE By: Borutta Group
Font:Avenir Next By: Adrian Frutiger
Developing the net
The next step in developing OCHA was the design the net for the tea packaging. When the designing process began, the initial concept for grouped packaging was discontinued. The new packaging would consist of three flavours sold individually. To stand out further from current tea brands, the OCHA packaging would stray from the common box and instead design a unique, tall box with an angled back. After the template was completed, the packaging was filled with OCHA branding. Initially one flavour was chosen to preview how the information would be presented.
Refining packaging
After the packaging had been designed, a mockup was printed to preview exactly how the product would appear on the shelves. The Berry flavour was printed and after reviewing the box, some small imperfections were noticed in the net itself and in the layout of the design elements. It was noticed that the tab part of the net was too small, and did not effectively seal the packaging. The ‘Berry’ and ‘Premium Tea From Japan’ text was also too small and would need to be increased in size for a more effective design. Some text elements were also too close to the edges of the packaging and would need to be re arranged. After these errors were corrected, the final packaging design was finished and sent to print.
Final Net
Final Net - Berry
Final Net - Chai
Final Net - Mint
Final product
After the final packaging had been printed and assembled, a few minor errors were recognised. The first noticable problem with the OCHA packaging is that it scratches quite easily. To solve this problem, the nets will need to be laminated in the future to protect them from possible damage. The other error noticed was that in the finer details of the design, there are some smudges from the printer. This means that OCHA will need to find a higher quality printer so that the packaging always looks its best.
Thank You
(OCHA)
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