{"id":112364,"date":"2023-02-05T19:54:42","date_gmt":"2023-02-05T10:54:42","guid":{"rendered":"https:\/\/amix-design.com\/asoboad\/?p=112364"},"modified":"2026-05-28T15:17:18","modified_gmt":"2026-05-28T06:17:18","slug":"en-package-4","status":"publish","type":"post","link":"https:\/\/amix-design.com\/asoboad\/en-package-4-112364.html","title":{"rendered":"A Contrast of Tradition and Refinement: Designing the Presence of Hojicha"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-112365\" src=\"https:\/\/amix-design.com\/asoboad\/wp-content\/uploads\/2025\/11\/japan-tea-design_01.jpg\" alt=\"japan-tea-design_01\" width=\"900\" height=\"675\" \/><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-white ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #a8a8a8;color:#a8a8a8\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #a8a8a8;color:#a8a8a8\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/amix-design.com\/asoboad\/en-package-4-112364.html\/#A_Hojicha_Package_Design_Wrapping_Traditional_Flavor_in_Modern_Sensibility\" >A Hojicha Package Design: Wrapping Traditional Flavor in Modern Sensibility<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/amix-design.com\/asoboad\/en-package-4-112364.html\/#A_Sense_of_Quality_in_the_Details_and_the_%E2%80%9CPresence%E2%80%9D_We_Aimed_For\" >A Sense of Quality in the Details and the &#8220;Presence&#8221; We Aimed For<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/amix-design.com\/asoboad\/en-package-4-112364.html\/#Behind_the_Design_Why_This_Package_%E2%80%9CCommunicates%E2%80%9D_So_Well\" >Behind the Design: Why This Package &#8220;Communicates&#8221; So Well<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"kiji-1\"><span class=\"ez-toc-section\" id=\"A_Hojicha_Package_Design_Wrapping_Traditional_Flavor_in_Modern_Sensibility\"><\/span>A Hojicha Package Design: Wrapping Traditional Flavor in Modern Sensibility<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>We undertook the package design for a Japanese hojicha (roasted green tea). Our goal was to blend the traditional image of tea with a sophisticated feel that integrates into modern lifestyles. The &#8220;white&#8221; base of the package symbolizes the product&#8217;s purity and cleanliness. Against this, we placed a bold &#8220;black&#8221; band running through the center. This strong contrast is intended to differentiate it from other products on the shelf and give it a powerful presence. We also feel this &#8220;black&#8221; visually represents the deep flavors and rich aroma that come from the hojicha&#8217;s roasting process. We pursued a design that offers a sharp, modern impression while still evoking a sense of &#8220;Wa,&#8221; or Japanese serenity.<\/p>\n<h3 class=\"kiji-2\">An Eyecatching, Powerful Logotype for the Product Name<\/h3>\n<p>At the core of the design, and serving as its &#8220;face,&#8221; is the product name, rendered in white against the black background. We selected a typeface that, while evoking the nuances of traditional Japanese calligraphy, is also sharp and highly readable to suit modern spaces. By floating crisply on the dark background, it functions as an &#8220;eyecatch,&#8221; drawing the consumer&#8217;s gaze first. The characters used in the name seem to imply the &#8220;clear taste&#8221; and &#8220;translucent amber color&#8221; of the tea. Another character also feels symbolic of the &#8220;high-quality tea leaves&#8221; before they are roasted. We believe these characters convey confidence in the product&#8217;s quality and the story behind it.<\/p>\n<h3 class=\"kiji-2\">Evocative Photography: Conveying Warmth and Aroma<\/h3>\n<p>Below the black band, we placed an evocative photograph that intuitively communicates the hojicha&#8217;s charm. Precisely because the overall composition is modern and simple, incorporating this concrete and warm image adds depth and a &#8220;human touch&#8221; to the design. The warm hue of the tea poured into a cup vividly suggests a relaxing, calming &#8220;tea time.&#8221; Furthermore, the photo of the tea leaves in a bamboo basket plays a role in appealing to the sense of smell through sight, conveying the unique, roasted aroma. This photography helps the consumer, at the moment they pick up the product, to concretely visualize the taste, scent, and the rich experience of drinking it.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-112366\" src=\"https:\/\/amix-design.com\/asoboad\/wp-content\/uploads\/2025\/11\/japan-tea-design_02.jpg\" alt=\"japan-tea-design_02\" width=\"900\" height=\"675\" \/><\/p>\n<h2 class=\"kiji-1\"><span class=\"ez-toc-section\" id=\"A_Sense_of_Quality_in_the_Details_and_the_%E2%80%9CPresence%E2%80%9D_We_Aimed_For\"><\/span>A Sense of Quality in the Details and the &#8220;Presence&#8221; We Aimed For<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A key focus for this package was the product&#8217;s &#8220;dignity&#8221; and its &#8220;poise&#8221; on the shelf. The challenge was to balance a premium feel with an approachability that invites everyday use. The discreetly placed English text at the top serves as an accent, adding a modern touch to the overall design. Conversely, the straightforward &#8220;Made in Japan Hojicha&#8221; text on the right shoulder plays the crucial role of clarifying the product&#8217;s origin, offering consumers a sense of quality assurance and trust. By intentionally limiting the amount of information and carefully arranging the elements, we designed the package to quietly highlight the product&#8217;s &#8220;essential value.&#8221;<\/p>\n<h3 class=\"kiji-2\">The &#8220;White&#8221; of Negative Space and the &#8220;Tension&#8221; of Black<\/h3>\n<p>The &#8220;white&#8221; base of the package is not merely a background color. It functions as a vital canvas of &#8220;negative space,&#8221; expressing the product&#8217;s &#8220;purity&#8221; and &#8220;sincerity.&#8221; It is because of this clean, ample white space that the central black band and the logotype floating upon it stand out so powerfully. &#8220;Black&#8221; is a color that anchors the entire design, conveying a sense of luxury and professionalism. It could also be said to symbolize the &#8220;roasting&#8221; process\u2014a process requiring heat and skill. We feel this clear contrast of black and white creates a refined tension and crispness, defining the package&#8217;s sophisticated impression.<\/p>\n<h3 class=\"kiji-2\">A Design for Those Who Seek Both Tradition and Innovation<\/h3>\n<p>This design aims to set itself apart from conventional &#8220;Wafuu&#8221; (traditional Japanese style) tea packaging. While deeply respecting the culture and quality of traditional tea, we pursued a universal beauty that blends naturally into our modern lifestyles. We believe this design will resonate most with discerning individuals who appreciate authenticity and want to enjoy high-quality hojicha as part of their daily lives. Our ultimate goal was to quietly, yet clearly, communicate the passion and dedication of the producers behind the product through this package design.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-112367\" src=\"https:\/\/amix-design.com\/asoboad\/wp-content\/uploads\/2025\/11\/japan-tea-design_03.jpg\" alt=\"japan-tea-design_03\" width=\"900\" height=\"675\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-size: 14px;\"><em>This package design is a sample.<br \/>\n<\/em>For logo design requests, please contact us using the contact form.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"kiji-1\"><span class=\"ez-toc-section\" id=\"Behind_the_Design_Why_This_Package_%E2%80%9CCommunicates%E2%80%9D_So_Well\"><\/span>Behind the Design: Why This Package &#8220;Communicates&#8221; So Well<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-112530\" src=\"https:\/\/amix-design.com\/asoboad\/wp-content\/uploads\/2023\/02\/tea.jpeg\" alt=\"Tea\" width=\"1000\" height=\"667\" \/><\/p>\n<p><span style=\"font-size: 12px;\">\uff0aConceptual image<\/span><\/p>\n<p>While this hojicha package looks simple at first glance, it hides a meticulous &#8220;information design&#8221; crafted to capture a consumer&#8217;s attention on the shelf.<\/p>\n<p>Let&#8217;s explore two techniques this design uses to intuitively convey the product&#8217;s value.<\/p>\n<h3 class=\"kiji-2\">A Smart Fusion of the &#8220;Abstract&#8221; and the &#8220;Concrete&#8221;<\/h3>\n<p>The most striking part of this design is the &#8220;black band&#8221; that cuts through the center. This is an abstract element. It powerfully suggests the &#8220;roasting&#8221; process, a sense of &#8220;depth,&#8221; or &#8220;professionalism.&#8221;<\/p>\n<p>However, if the design only featured this black band, it might have felt a bit cold and unclear as to what the product was.<\/p>\n<p>This is where the photograph at the bottom plays its crucial role. Notice how the photo is layered on top of the black band, intentionally blurring the boundary. This creates a clear visual message: &#8220;Our abstract commitment to the roasting process results in this concrete, tangible product\u2014these very tea leaves and this beautiful amber-colored tea.&#8221;<\/p>\n<p>By merging the &#8220;abstract brand concept&#8221; with the &#8220;concrete product appearance&#8221; in this way, the design allows consumers to intuitively grasp the product&#8217;s quality and story at a single glance.<\/p>\n<h3 class=\"kiji-2\">The &#8220;Emotional&#8221; vs. &#8220;Rational&#8221; Use of Typography<\/h3>\n<p>Every piece of text on a package has a specific job. This design skillfully separates those jobs by using different typefaces and strategic placement.<\/p>\n<ul>\n<li>Appealing to Emotion (The Brand Name): The main product name (\u6f84\u7dd1 &#8211; Ch\u014dryoku), set in white against the black band, is the &#8220;face&#8221; of the product. It uses a typeface with brush-stroke nuances to convey the product&#8217;s worldview and emotional appeal.<\/li>\n<li>Appealing to Reason (The Facts): In contrast, the text on the white shoulder\u2014&#8221;\u65e5\u672c\u7523\u307b\u3046\u3058\u8336&#8221; (Made in Japan Hojicha)\u2014is set in a clean, highly legible serif-style font. Its job is to calmly and clearly state the objective facts: what the product is and where it comes from.<\/li>\n<\/ul>\n<p>Imagine if the &#8220;Made in Japan&#8221; text were also in a bold brush font and crowded into the black band. The design would feel cluttered, and both its legibility and its trustworthiness might suffer.<\/p>\n<p>By deliberately separating the &#8220;emotional&#8221; and &#8220;rational&#8221; information\u2014giving each its own optimal typeface and location\u2014the design allows the consumer to process both messages instantly and effortlessly: &#8220;That looks beautiful&#8221; (Emotion) and &#8220;I see, it&#8217;s domestically-produced hojicha, I can trust it&#8221; (Reason).<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><span style=\"font-size: 10pt;\"><a class=\"btn-flat-border\" href=\"https:\/\/amix-design.com\/asoboad\/global\/japanese-design\/package-d\">Package Design Service<\/a><\/span><\/p>\r\n<br>\n","protected":false},"excerpt":{"rendered":"<p>A Hojicha Package Design: Wrapping Traditional Flavor in Modern Sensibility We undertook the package design fo&#8230;<\/p>\n","protected":false},"author":17,"featured_media":112366,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"rop_custom_images_group":[],"rop_custom_messages_group":[],"rop_publish_now":"no","rop_publish_now_accounts":[],"rop_publish_now_history":[],"rop_publish_now_status":"pending","footnotes":""},"categories":[1769],"tags":[1796,1764],"class_list":["post-112364","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-package-w","tag-en-works","tag-english"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A Contrast of Tradition and Refinement: Designing the Presence of Hojicha | AsoboAd<\/title>\n<meta name=\"description\" content=\"A Hojicha Package Design: Wrapping Traditional Flavor in Modern Sensibility We\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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