HINOAKANE

HINOAKANE 

Client: AZUMA CHEMICAL CO.,LTD.
Design Company: CEMENT PRODUCE DESIGN
Creative Direction/Design: AKIRA SHIMIZU
Country: Japan

Brand Concept:

Hinoakane is a Japanese tea brand that uses a variety of tea leaves called "Sunrouge" grown in Tokunoshima, one of the Amami Islands.

The most distinctive feature of "Sunrouge" is that, unlike ordinary green tea, the green tea leaves turn red when the harvest time comes. With the hope that this beautiful red tea will serve as a bridge between the island and its people, the brand "Hinoakane" was born under the concept of "Japanese red tea that connects the island, its people, and their heart, and beautiful life.

Design Consept:

It is very beautiful to see the tea fields changing from green to red under the tropical sun, and the packaging of Hinoakane expresses this scene in a gradation.

The outer box was designed in the shape of a slit, combining a drop and a circle of the sun, so that when the box is opened, the drop slides out and the package conveys the changing scenery. Since Hinoakane is categorized as a Japanese tea, we focused on a Japanese like design. In addition, the "NO" in Hinokane is in the shape of Tokunoshima Island, expressing that it is a green tea produced in Tokunoshima.