Designing Affordable, Sophisticated Packaging

Anthem partnered with Hojo Tea to create an identity and economical packaging system for its premium product line.

Hojo Tea is a small Japanese start-up company that provides gourmet loose leaves to the high-end tea connoisseur. Still in its early growth stages with a modest amount of development capital, Hojo Tea needed a cost-effective package solution to manage a large selection of tea products while conveying premium contents to consumers.

Anthem established a packaging system based on the specific expectations of high-quality tea drinkers. The team developed an iconic design to create instant brand impact with these discerning consumers; deep purple and gold, the identity combines traditional Japanese sensibilities with bold, contemporary color. A single package form-factor with variant-specific stickers and complementary colors was implemented to provide an affordable, yet sophisticated, way to convey variety. The package also has a resealable lid that is easy to use and helps keep the contents fresh.

The results support the brand's premium positioning as "a gift from the mountain" and have been well received by Japanese consumers.