Chadō (ex. Matcha Botanicals) has been importing premium Japanese matcha tea and accessories from Uji, Japan for more than 6 years. Throughout this time, the brand has managed to establish a strong foothold in the market, and now it was time to expand. I developed a fresh and unisex design for Chadō to fit their new idea of a multi-product brand identity.
Now with a new sophisticated and modern design they can present as a more luxurious brand and expand its' audience. Not only the Matcha products feel more appealing and fresh, but now the brand can also incorporate the brand's exciting new product lines.
The concept of the Japanese tea ceremony Chadō incorporates 4 key principles: harmony (和, wa), respect (敬, kei), purity (清, sei), and tranquility (寂, jaku). They are vital for the traditional tea ceremony. Without them, it simply cannot be conducted.
In the brand design identity I utilise a system that unifies four key principles. I positioned these principles at the four corners, creating a robust foundation that will anchor the entire design.
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