Seeking an antidote to hectic lifestyles, adult consumers increasingly look to the East for traditional products like Japanese matcha tea, introduced by the Muzi brand. Aimed at culturally engaged urban sophisticated, Muzi is positioned as the next staple in contemporary world culture. The packaging supports this using intense, dynamic color and texture to denote individual tea families and a clean, Japanese aesthetic. Since these consumers expect authentic offerings, the Muzi brand puts the emphasis on educating customers on the tea brewing process, the quality of tea varieties, and th ehistory of tea.
Reference:
Mark Hampshire, Keith Stephenson, DemoGraphics Packaging, Logos, Modena, 2007
