Branding / Visual Identity / Logo Design / Poster Design

OCHAYA Matcha Cafe

Challenge

Inspired by a brief set by The Brief Association community, the challenge was to create a cohesive brand identity for OCHAYA, a matcha cafe based in the heart of London.

The cafe provides an authentic tea experience, with a focus on quality, so it was important to encapsulate the essence of this while also ensuring that the design resonated with the target audience and trendy setting of London.

Leveraging OCHAYA’s desire to touch on Japanese authenticity and quality amidst the vibrant landscape of London, the approach was centred on combining tradition with modernity. Understanding the significance of culture within the brand, the design process explored Japanese nuances, with the aim of encapsulating the country’s artistry through type.

Solution

Inspired by traditional Japanese calligraphy (‘shodo’), the logo design makes use of purposeful, hand-drawn strokes with a textured look - embodying the sense of artistry found in Japanese calligraphy. Although handwritten, it was important for the logo to remain sleek as to resonate with the London market.

The logo design was complimented by a carefully curated colour palette that draws on the commonly recognised colour of matcha (green!), with an accent of yellow. I took inspiration from the Japanese art of kintsugi, where they put together broken pottery with gold, leaving beautiful golden seams.

Altogether, the design would not only fit the market, but also bring elements of the Japanese background to the heart of London.