Gen Sou En

brand strategy • brand development • brand identity • signage • packaging • print collateral  • illustration

Gen Sou En Tea House is the first venture into the United States by the 100 year old Harada Tea Processing Company, the second largest producer of green tea in Japan. The project commenced with defining what a Japanese tea house in America is through strategic planning and focus groups. As creative director, I led team on the creation of all brand elements including visual identities and messaging strategies for both the Tea House and product lines, interior and exterior signage, packaging for green and black tea, matcha, and coffee, collateral, menus, in-house and take-out paper goods, website, and more. The Japanese Mono-Ha movement and its transition away from non-representational brushwork inspired the artwork used throughout the brand materials.  

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agency: Marquis Design • architecture: Suzumori Architecture