Jurokucha LOHACO Limited-Edition Bottle

ASKUL is a mail-order company that primarily deals in office supplies and achieves speedy delivery through its proprietary logistics system. We created packaging for the 24-bottle pack of Jurokucha sold on “LOHACO,” their e-commerce site for individual consumers.

As this product is delivered directly to homes, we were conscious of taking a different approach from in-store packaging. Rather than emphasizing the product name, we focused on creating a design that blends into users’ daily lives while conveying comfort, enjoyment, and new appeal of the product.

Since this tea is made from 16 different ingredients, we created six types of labels featuring prominently displayed names and illustrations of each ingredient. By adding explanatory text about the ingredients, we fashioned the packaging to resemble small botanical encyclopedias.