Home — Works — CHAIRŌ
CHAIRŌ
Brand identity for a tea brand inspired by Japanese culture: stillness as a conscious act.
CLIENT
Concept · personal project
PRODUCT
Brand identity & packaging
MY ROLE
Graphic designer · branding
TIMELINE
2025
PLATFORM
Logo · packaging · merch
01
Overview
CHAIRŌ is a tea brand built around the philosophy of stillness as a conscious action. It invites people to slow down, be present and reconnect with quiet moments in everyday life, rooted in minimalist aesthetics and Japanese visual culture.
Why a concept
A self-initiated project to practise one thing clients often ask for: a brand system that holds several products: four teas, each with its own character, clearly one family.
The audience
People who treat tea as a ritual: a pause in a busy day, not just a drink.
My role
Graphic designer: brand idea, logotype, illustrations, four tea identities, packaging and merch. A personal concept project.
02
Idea
Not the absence of sound, but the presence of calm.
Every visual choice, from the soft palette and generous whitespace to the slow pacing, is made to evoke a sense of exhale. A pause between thoughts. A return to what matters.
03
Four teas
Four teas, four signs.
光: a tea of awakening. 春: a tea of renewal. 촌: a tea of pure grace. 道: a tea for the journey within. Each tea has its own hand-drawn sign and illustration (koi, cranes and blossoms), so the range reads as one family with four characters.
04
Touchpoints
One system from gift box to tote bag.
Olive, stone and ink with red accents carry across gift boxes, tea packs, business cards, shopping bags and merch. The logotype stays quiet and lets the illustrations do the talking.
05
Merch
Calm you can wear.
The 茶 sign and vertical lettering move from the packaging onto a T-shirt, so the brand becomes part of everyday life, not only something you drink.
STATUS
A complete concept identity: custom CHAIRŌ logotype, four teas (光, 春, 촌, 道), each with its own sign and illustration, packaging, gift box, cards, bags and merch.