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Fiery folkloric characters enliven powdered drink packs

A modern, edgy package design for powdered tea beverage Jade Monk draws inspiration from ancient Japanese folk characters.

JadeMonk POP
JadeMonk POP

East meets West and contemporary design blends with folklore in vibrant new packaging for natural energy drink Jade Monk, a new powdered beverage that uses an ancient ceremonial Japanese green tea, Matcha, along with natural sweeteners and flavors, to provide a “non-jittery, calm energy.” Company co-founders Cort Bucher and Derek Pippin launched the four-flavor line in August as a natural, low-calorie alternative to sugar-laden energy drinks.

In directing design agency Moxie Sozo on branding for the instant beverage, Bucher says, “We gave them carte blanche, with one caveat—that the packaging is edgy and still pays homage to the traditional nature of the tea.”

Moxie Sozo’s interpretation: the use of fiery characters from Japanese folklore in electric colors that convey the vitality and energy of the all-natural product. “We knew that a face with bold, engaging eyes and bright hues would attract more attention than, say, a bonsai tree in muted tones,” says Charles Bloom, senior art director for Moxie Sozo. “That mentality and Matcha’s Japanese origins led to the exploration of Japanese theatrical masks, which by their nature, are expressive and engrossing.”

For each product variety—Chai Spice, Palau Peach, Cranberry Blood Orange, and Lime Blossom—characters were selected by color or by folk story to correspond. For example, Bloom explains, the Tengu, or “heavenly dog,” is used for Cranberry Blood Orange because the character is often depicted in shades of red, much like the flavor itself. “Fortunately, we’ve got a wealth of tales from which to draw for future flavor extensions,” Bloom adds.

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