We branded and designed the packaging for traditional tea brand {tabel}, using historical medicinal plants of Japan. {tabel}, derived from the words “supplying” and “obtaining” (in Japanese: TABu 給ぶ, ELu得る) power from plants. It is a brand that connects raw materials such as traditional herbs grown in various parts of Japan, together with local producers of wild grass tea. {tabel} is a brand connecting the nation with its consumers. The package is designed to reminisce timeless plant specimens to convey the power of herbs, of its wisdom of traditional life within modern lifestyles. Teas such as “Kirishima’s Hatomugi tea,” “Kakidoshi tea” and “traditional Japanese lotus leaf tea from Yatsushiro” continuously include the production and plant name to share the wisdom of living, to help understand where and how it is made.

By paying tribute to Karl Blossfeldt, a photographer well-known for capturing the natural beauty in plants, photographer Lyie Nitta who also represents the brand, photographed the medicinal herbs like a specimen pictorial book, expressing the brand concept of “health learning”, “ancient herbs” and “organic”. In addition, by using “Plantain”–a typeface that holds a classic skeleton, it expresses a plant specimen appearance.