In recent years, the green tea category has seen an increase in competition, leading to a homogenization of brand images. To revitalize the brand image of “Namacha,” I was responsible for the art direction of its rebranding.

Traditionally, green tea products used green as the main color and prominently displayed the product logo to quickly convey that they were green tea at the point of sale. However, with this renewal, we shifted our focus from point-of-sale design to emphasizing the role of tea as a product that is integral to people’s lives. We conducted extensive testing with hundreds of prototypes to determine the appropriate color schemes and elements needed to convey the essence of modern green tea.

The product logo was reduced to less than half its previous size. Despite this, the design, which uses white as the base color to create a serene presence amidst the vibrant colors of store shelves, stands out more effectively. Additionally, the PET bottle was redesigned to have a simple and sophisticated shape. In our efforts to reduce the amount of plastic used and address environmental concerns, we faced challenges in ensuring the strength of the bottle with a design resembling a slender neck. Through meticulous design adjustments down to the millimeter, we successfully balanced aesthetic appeal and necessary strength.

As a result, within a few months of its release, the brand has achieved its highest sales to date.