It's important for Magouemon to keep their tradition and status and to protect the whole brand image. On the other hand, it's also necessary for their surviving to enhance the degree of recognition in the market, especially among younger generation. Based on this demand, a promotion with their new and casual product line by developing new packages was suggested. It should support Magouemon to have an extensive lineup and also to propose a brand-new presentation and style how to enjoy the tea & tradition to the market.

For targeting female customers, new packaging was designed in 5 different colorful patterns, inspired by beautiful Kimonos "Jyunihitoe". "Jyunihitoe" is a kind of Kimonos and the traditional wearing style for noble ladies in ancient Japan. The focus for designing was how to present the beauty of the "Jyunihitoe", through the layers with patterns and colors as well as its format of this packaging. Successfully created, and it's very easy for everyone to imagine that this packaging represents Jyunihitoe with looks of graceful princesses, dressed in.

Through this new striking package, Magoueon can combine ideally their superiority from tradition with their new and friendly image, and promote their unique strength to the market. Additionally, because the media covers this product with good reputations repeatedly, Magouemon can dramatically enhance the degree of recognition.

With this second line, they succeed to make their current customers amazed and amused, and also, they can acquire the new layer of customers through giving them excitement and pleasure.