Tennensui

Packaging redesign

Date : July 12, 2026

Overview

Tennensui approached us with a straightforward business objective: evolve an existing infused water range into a premium product family while expanding the portfolio with additional SKUs.

The existing packaging had served the brand for its initial launch, but it lacked the flexibility and visual distinction required for a growing product line. Our role was to develop a scalable packaging system capable of supporting future extensions while elevating the overall brand perception.

The Challenge

As the product range expanded, several limitations of the existing packaging became apparent.

The original design relied heavily on a conventional paper label wrapped around the bottle, restricting the visibility of the transparent glass and diminishing the premium qualities of the packaging itself.

Without a clear design framework, introducing new flavors risked creating visual inconsistency across the portfolio. Each new SKU would require individual design decisions rather than fitting into a unified system.

Shelf presence was another concern. The packaging lacked a distinctive visual cue that could immediately communicate premium quality or differentiate the product within an increasingly competitive beverage category.

Most importantly, the brand lacked a recognizable visual language capable of expressing its Japanese inspiration beyond functional product information.

Outcome

The redesigned identity establishes a flexible packaging system capable of supporting future portfolio expansion while significantly elevating perceived product value.

The project successfully:

Created a scalable architecture for future SKUs.

Increased premium shelf presence.

Reinforced the brand’s Japanese positioning.

Improved product differentiation across flavors.

Built a timeless visual language designed for long-term brand growth.

Design Strategy

Rather than redesigning a single label, we developed an entire packaging architecture.

The objective was to create a visual system where every future SKU could belong to the same family while retaining its own unique identity.

Our strategy focused on four key principles.

Build a scalable SKU system

Each flavor is defined through its own botanical illustration, signature accent colour and atmospheric landscape while preserving a consistent brand hierarchy across the complete range.

Let the bottle become part of the design

Instead of hiding the glass beneath a large paper label, the redesign celebrates transparency. Direct printing allows the bottle itself to become a primary visual element, reinforcing purity, craftsmanship and product quality.

Create a premium visual language

Minimal composition, generous negative space, metallic gold typography and carefully balanced illustration create a quieter, more refined appearance that feels premium without relying on decorative excess.

Strengthen the Japanese narrative

Rather than using conventional fruit photography, every SKU features bespoke botanical artwork inspired by Japanese illustration traditions. The packaging communicates a sense of place, craftsmanship and seasonality while maintaining a contemporary aesthetic.

Solution

The result is a modular packaging system designed to grow with the brand.

A consistent structural framework allows future flavors to be introduced without redesigning the identity from scratch, while subtle variations in illustration and colour provide clear differentiation between SKUs.

By reducing visual clutter and emphasizing the transparency of the bottle, the redesign transforms the packaging into a premium object rather than simply a product container.

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