No Helvetica, no hand-drawn type embellished in swirls and drips, just simplicity.
I did debate with myself whether it is an effective visual communication by definition, as it is not too apparent what the product actually is. But having studied Japanese Art & Design during a 2nd year University course, I have a better understanding of the natural style that Oriental produce seems to bear. The Japanese ‘Wabi Sabi’ mindset springs to mind and can see why this simplistic, basic and unadorned design looks so, well, eastern. Wabi Sabi appreciates imperfections, asymmetry and impermanence; think of the Zen Gardens, Japanese Pottery, Tea Ceremonies and rustic, natural Interior Design.
The packaging has an air of tranquility and serenity about it. MadeThought did a great job on the branding for the Yauatcha tea company. And still looks fresh almost two years on.
Walking to pre-school, hand in hand with my Mom, obviously aged three as the thought that filled my young mind was, “I wonder what it’s gonna be like being four…”. Childhood is so simplistic!