FOR IMMEDIATE RELEASE

Eisuke Tachikawa's Redesign of Yamamotoyama Tea Package

Eisuke Tachikawa, in collaboration with NOSIGNER, has rebranded the iconic Yamamotoyama tea package, drawing inspiration from the aesthetic sense of the Edo period. The new packaging reflects the unique culture of layering colors known as Color Matching, selecting traditional Japanese colors to convey the taste and regional characteristics of the tea. This rebranding serves as a bridge between tradition and the future, honoring the brand's rich heritage while infusing a modern appeal.

The reimagined packages pay homage to the traditional tea culture, embodying the concept of "Return to the origin of Edo." By referencing traditional colors, scrolls, and calligraphy styles of Edo, the design retains the charm of the brand's history while infusing a contemporary touch, ensuring the preservation and continuation of the traditional tea culture for future generations.

Art Direction for the project was led by NOSIGNER, with graphic design contributions from Eisuke Tachikawa and Ryota Mizusako, in collaboration with the client, YAMAMOTOYAMA Co.,Ltd.

Eisuke Tachikawa is a design strategist, an Associate Professor at Keio University, and the founder of NOSIGNER. His innovative approach to design, rooted in social context and structure design knowledge, has led to various design projects addressing social issues. Tachikawa's "Evolution Thinking" method fosters game-changers and has earned him prestigious accolades, including the Platinum A' Design Award in 2021 for the rebranded Yamamotoyama tea package.

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