Three chas, three states. The name counts the stages of a matcha meditation instead of describing a flavor.
The waves of tea
The logotype draws cha as one continuous stroke that doubles back on itself, so the word reads as the surface of tea still moving in the bowl. Nothing in the letterforms sits flat.
The mark also carries a diffused state. Blurred, it stops being a word and becomes steam, which is how it appears whenever the brand wants atmosphere rather than a signature.
Samsara, absorption, arousal
The three cups on the opening statement are labelled 輪廻, 三昧, 覺性. Each one gets a poster, and green does all the work across the set: the ground stays near black so the only light in frame is tea colored.
Raked matcha in the first, a tea field path in the second, a whisked bowl throwing rays in the third. The sequence walks from the cycle you are stuck in to the moment you see out of it.
Focus on the sensation
On the cup and the bag the brand line breaks across the logotype instead of sitting beside it, so the instruction has to be read through the mark. Slower to parse, which is the proposition.
- Identity
- logotype, typography, color system
- Package
- cup, tin, pouch, gift box
- Graphic
- poster series, key visual
- Digital
- web, social content