The first KEIKO packaging was designed in 1997 and only small alterations have been made since. The KEIKO tea boxes have been integral to the KEIKO brand and its perception over the years. However, we have also found that over the last years customers were looking for more detailed information on the packaging and had difficulties distinguishing between the teas.
In the new packaging it was of special importance to us to keep the authentic KEIKO-feeling, while making it brighter, lighter and at the same time provide the information that had been missing. Not an easy task and a lot of thought, effort and time has gone into the process. But now we are more than happy with the result and proud to introduce to you the new design for our KEIKO tea!
We kept the shape of the folding box. Back when the first KEIKO boxes were designed in 1997 Japanese kimonos served as inspiration for the folding technique, and the chosen technique means that the packaging does not require adhesive strips or dots.
As before, the dark packaging contains the top teas from the early first plucking as well as the seasonal teas.
The font colour and the coloured stripe at the bottom of the packaging divides the teas into their respective subcategories.
Premium Green Tea in the elegant dark boxes with a red font for the seasonal varieties and a green font for the other early spring pickings.
Classic Green Tea in the light boxes with a green font.
Green Tea Specialties in the light boxes with mustard coloured font.
Traditional japanese patterns Muster adorn the new KEIKO packaging. These, too vary depending on the product category. In this case it's the very heart and core of KEIKO: “Premium Japanese Green Tea”, which includes the green leaf tea and powder teas (Matcha and Kabuse Powders) as well as the accessories. The category is represented by the Asa no Ha (“Hemp leaf”), which has a long tradition in Japan. For centuries it has been used on japanese fabric, in architecture and the arts and is one of the most popular japanese patterns to this day.
Because of the resilience and good growth of the hemp plant the pattern is regarded as a symbol for good health and longevity.
In this overview we have summarized the different KEIKO tea varieties, including cup colour, leaf material and a short description of the aroma for you.
The cup colours and the leaves can also be seen on the boxes themselves - because we still regularly get astonished looks, when people see the bright green colour of our tea for the first time, which has always been a trademark of KEIKO teas.
You can also find a poster of this overview in our shop (German only for now)!
About the tea
the new packaging includes a lot of info about the respective teas inside in order to highlight their differences as well as their unique features.
With growing popularity of green tea outside of Japan we noticed an increasing interest in the details of the cultivation and processing and their effects on the properties and taste of the tea.
In order to make orientation easier for beginners as well as to do justice to tea enthusiasts, there are icons on the side of each pack indicating the type of tea and the number of possible infusions, as well as shading, firing, steaming and picking time.
Just like before, you will find a table with the brewing instructions for all KEIKO Teas on the inside of the box.
Green Tea is a very sensitive product and many of its ingredients are quickly diminished once they have contact with oxygen. The best before date for KEIKO teas is therefore often shorter than it is common for tea in Germany, in order to guarantee the particularly tasty, fresh aroma and to guarantee high quality.
On the other hand, in order to increase the shelf life and to protect the aromas and ingredients, KEIKO teas are packed in light and oxygen-impermeable tubular bags in a protective atmosphere.
As a result, KEIKO tea is often still good well after the best before date. Should you ever have a KEIKO tea pack whose best before date has expired, take a look at the tea and smell and taste it before you dispose of the pack. Most of the time you will be surprised!
For this reason we have joined the initiative of too good to go and added the note “often longer good” (="Oft länger gut") next to the best before date.
We are constantly looking for more sustainable packaging options and materials. Always under the condition that the content is protected as well as possible. In addition to the material density, which ensures that neither aromas and ingredients escape to the outside, nor that oxygen or other environmental influences can get into the pack, the stability and durability of the material are also important. This prevents the tea inside the pack from being crushed under pressure, coarser leaves boring through the material, or holes resulting from kinks in the material.
All so that you can enjoy the tea like fresh from the field in Kagoshima!
Learn more about sustainability at KEIKO.
So let's get started!
The first tea in the new KEIKO Design will be the Gyokuro Kiwami, available from November 1st 2020. All other varieties will follow.
For reasons of sustainability we will first use up the emaining stocks of boxes in the old design. This means that for some teas it will take a bit longer to be switched to the new design.