After reporting about an Instabul-based agency Branding to Be’s concept of a Japanese specialist tea room Fonjōin – created to bring authentic tea philosophy to Western Europe – we present another brand identity that is inspired by Japanese art and taps into the traditional Way of Tea. Mexican studio Anagrama comes with yet another great piece of design and serves us with Tesis tea, a unique blend of flowers, herbs, roots, and fruits curated by sommelier Marcela Garza and inspired by ancestral heritage and origins of tea. The main logo design represents a traditional Japanese wind chimes called fuurin (風鈴) which are hung outside of houses and buildings at the beginning of the summer period.
The packaging design gives us a taste of Japanese calligraphy (or shodō) – one of the most popular fine arts of Japan that is even taught at elementary schools as a mandatory education subject. Anagrama’s branding proposal “utilizes water and ink stains that represent the complexness and lightness of tea mixtures” and provides balance between traditional style of calligraphic work performed by masters during traditional tea ceremonies and modern typographical styles portrayed with lines and dots.
Selected colour palette pays attention to natural tones with “red colour accenting details and gold foil rendering elegance and importance of the care for each [of Tesis’] products.” The brand identity contains various designs from brand icon, tea samplers, business cards, stationery sets to product packaging, bottled tea labels, and bottled tea packs.
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