Den's Tea Imports Green Tea and Matcha.

Den's Tea is a Japanese tea manufacturer, Shirakata-Denshiro Shoten, Inc. (SDS). Its mission is to distribute a variety of authentic and, most important, fresh Japanese Tea to the North American tea market. Most of Den's teas are grown in the prestigious growing regions of Shizuoka prefecture. They are processed and packaged under the direction of SDS. Den's Tea imports these premium teas directly from Shizuoka into California and, once in California, all teas stay stored in a climate-controlled storage facility.

TASK. THD set out to design a unique branded packaging system and support printed collateral designs for the U.S. market. The design features the Denshiro Doll that goes back into Den's family history two generations from Shizuoka, Japan. The packaging had to work on American and Asian grocery markets and have a strong shelf presence. Overall we strived to have a mix of a Japanese influence that meets the Western consumer market. The top half of the package is dedicated to brand endorsement and category. 

SOLVE. The packaging system starts with a simple but compelling color system—green background for Green Tea and a black background for Black Tea. We wanted the consumer to quickly read the panel's information, whether on the store shelf or in their home pantry. We relied on the family history with the Denshiro Doll and a traditional Japanese pattern as the secondary language. Organic Green Tea is proudly displayed with a white banner to give the highest contrast for readability. The black lids frame the color and balance the black within the USDA badge on the lower right corner of the package. 

OUTCOME. Den's Tea has reaped the benefit with the unique packaging system and appears in the numerous U.S and Asian grocery stores across the United States. The company has a strong e-commerce business as well.