Moya Europe packaging
Moya Europe specializes in premium Japanese matcha and green teas, delivering both products and preparation accessories through a direct-to-consumer model. Their packaging strategy emphasizes a blend of premium, minimalist aesthetics and functional protection, supporting both retail and e-commerce channels.
Packaging Portfolio
Moya Europe employs a multi-format packaging strategy, utilizing rigid gift boxes for ceremonial sets, folding carton boxes for on-the-go matcha sticks, stand-up pouches for loose teas, and metal canisters for premium matcha. Material selection prioritizes visually striking matte and gloss finishes, clean structural lines, and tactile quality. Packaging formats are optimized for both retail display and direct-to-consumer shipping, with resealable features and compartmentalized inserts enhancing product protection and usability. The portfolio reflects a strong alignment with modern premium beverage packaging trends, balancing shelf impact with functional e-commerce performance.
The packaging is a stand-up pouch made of a black material with a matte finish. It features a resealable top, allowing for easy access and storage. The front displays a white label with product information, including the product name and description. The bottom of the pouch is gusseted, providing stability when standing. The overall shape is rectangular with rounded corners.
The packaging is a cylindrical canister made of metal, featuring a smooth, matte black exterior with a glossy finish on the logo and text. The top is flat with a tight-fitting lid, and the bottom is slightly wider than the top, providing stability. The canister has a minimalist design with a prominent logo and product name displayed in white and green colors.
The packaging is a stand-up pouch made of a shiny, reflective material. It features a resealable top with a zip closure, allowing for easy access and storage. The front displays a large, centered logo and product name in bold white text against a black background, with a green leaf graphic. The overall design is sleek and modern, with a minimalist aesthetic.
The packaging is a retail display box designed to hold individual matcha tea packets. It features a smooth, flat construction with clean edges and folds, indicative of single-layer paperboard. The box is predominantly black with vibrant green accents, showcasing the product prominently. The top of the box has a cut-out that allows for easy access to the packets, and the sides are printed with branding elements.
The packaging is a folding carton made of smooth, flat paperboard with a white exterior that transitions to a green gradient at the bottom. The box has a clean, precise construction with sharp edges and folds. The top of the box is designed with a tuck flap closure, allowing easy access to the contents inside. The interior holds several matcha stick packets, which are individually wrapped in green packaging. The overall shape is rectangular, suitable for retail display.
The packaging is a sturdy, high-quality rigid box with a textured kraft exterior. It features a magnetic closure and is designed to hold multiple items securely. The interior is divided into compartments to accommodate a glass, a bowl, a canister, and a whisk, providing a premium unboxing experience. The overall shape is rectangular, and the box has clean, precise edges.
About the Brand
Moya Europe operates within the premium segment of the food and beverage industry, offering authentic Japanese matcha, green teas, and a curated selection of tea accessories. Their approach to packaging is highly brand-consistent, utilizing modern, minimalist designs that emphasize product quality and cultural authenticity.
Founded in 2015 in Warsaw, Poland, Moya Europe has established itself as a leader in the European matcha market. Their packaging portfolio spans rigid luxury boxes for gift sets, custom-printed folding cartons for matcha sticks, stand-up flexible pouches for loose teas, and metal canisters for tea storage. The selection of packaging formats is tailored to optimize both shelf presence and online fulfillment, with a focus on material quality and customer experience.
Key Differentiator: Moya Europe’s unique value lies in its integration of premium packaging with cultural storytelling, reinforcing both product authenticity and a high-end brand experience.
Design System
Visual Style
Minimalist typography with sans-serif fonts, a predominantly black, white, and green palette, and a clean, uncluttered aesthetic. Visual hierarchy is established through bold logos and restrained use of color accents.
Brand Identity
Consistent use of the MOYA wordmark logo, clear product naming, and subtle iconography that emphasizes Japanese cultural elements. Brand visuals maintain high consistency across all packaging types, enhancing recognition and trust.
Packaging Design
Preference for recyclable paperboard, tinplate, and selective use of flexible plastics. Structural design focuses on sharp edges, precise folds, and tactile finishes, with an emphasis on premium presentation and secure product containment.
User Experience
Packaging design supports the customer journey by providing an elevated unboxing experience, intuitive product access, and clear product information. Visual and tactile cues reinforce the brand’s positioning as a premium, culturally authentic matcha provider.
Company Metrics
Business insights for Moya Europe based on available data
Market Positioning
Brand Values & Focus
Key Competitors
Target Market: Health-conscious consumers and tea enthusiasts in Europe seeking authentic, premium matcha and Japanese green tea products, primarily via online channels.
Packaging Assessment
Overall Grade
Visual appeal and presentation quality
Packaging durability and protection
Eco-friendliness and recyclable materials
Cost efficiency and value for money
Packaging assessment for Moya Europe based on industry standards and best practices
Frequently Asked Questions
What types of packaging does Moya Europe utilize for its matcha products?
Moya Europe leverages a diverse range of packaging including folding carton boxes for single-serve packets, stand-up flexible pouches for loose teas, rigid gift boxes for ceremonial sets, and metal canisters for premium matcha storage.
How does Moya Europe's packaging support e-commerce logistics?
Packaging is designed to balance visual appeal with structural integrity, utilizing resealable pouches, sturdy canisters, and protective rigid boxes to ensure product safety during transit and enhance the unboxing experience for online customers.
Does Moya Europe integrate sustainable materials in its packaging?
The brand uses a mix of recyclable paperboard, metal, and some flexible plastics, with growing emphasis on eco-friendly options, though the use of multilayer flexible packaging presents some challenges for recyclability.
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