YAMAMOTOYAMA was the first company to sell Sencha, a green tea, in Edo. For their rebranding, they combined tradition and innovation intending to appeal to the future generation. At the heart of the concept, it reflects on the origins of Edo, showing in the logo the atmosphere and refined aesthetics of the Edo period. The design revitalises an emblem which was already used in previous years for promotional purposes and complements it with alphabetical writing. The new colourful packaging displays a contemporary, elegant style which retains the charm of the original.