nottuo undertook the rebranding of “ONOMICHI TEA,” a popular product from Imagawa Gyokukouen Tea Shop, a business established in 1878 in Onomichi, Hiroshima Prefecture.
We designed their logo, copywriting, illustrations, packaging, and leaflets.Rebranding a popular product for a historic company presents the challenge of discerning what to preserve and what to change.
In this project, while carrying over the already recognized cat motif as a symbol, we aimed to transform it into a design that evokes a classic and elegant atmosphere.
While various design directions were conceivable, the decision to steer in a significantly different direction from the previous cute design highlighted for us the complexities of rebranding and the business judgments involved.This project also served as a keen reminder of the significant role and responsibility of a designer.
As a series of six “delicious teas,” including blends and single-origin varieties, sourced by a long-established tea master who personally visits the production regions, we invite you to try them at your leisure.
Project Lead: Yuka Taniguchi
