Yamamasa Koyamaen Leaf Teas

Uji, close to Kyoto, has been and will continue to be the sacred place of Japanese tea, with folklore that tea seeds were brought to Uji about 800 years ago.

Yamamasa Koyamaen, a tea farm from the beginning of the Edo era, is a tea wholesaler that still has its own tea field at this very same place. A tea wholesaler evaluates scent, tint, flavor, and touch by sharpening their senses, and blends the raw tea leaves numerous times to produce the ideal tea.

As part of a process to reduce waste and bring focus on quality teas the packaging for Yamasa Koyamaens tea lineup packaging was updated by Studio Per in 2023.

The cans were redesigned with a blind emboss of the family crest to be reused and omitting the plastic soto-buta (outer lid) also reduces waste.

The letter-pressed labels are color coded to create a clear contrast towards the golden cans where the can is the classical element and the color of the labels provide a modern essence.

The larger pouches feature visual cues that reference wholesale packaging for tea.

For the gift packaging, a strap was added to the screen-printed boxes to omit the need for paper bags which are extensively used when giving gifts in Japan.

The packaging was rolled out in 2023 and Yamasa Koyamaen is aiming to apart from the usual specialty teashops also sell their new lineup to a new audience online and in lifestyle/ select shops.

Curator’s Insight: This new packaging design for Yamasa Koyamaen is a great example of how to combine tradition and innovation, as well as functionality and aesthetics. The design showcases the excellence and heritage of Uji tea, while also appealing to a new audience of tea enthusiasts online and in lifestyle/select shops. I think this design is a wonderful tribute to the sacred place of Japanese tea and the passion and expertise of Yamasa Koyamaen.