B. Shuhari Matcha Café Identity: Green Tea World USA, Inc. came to the entering agency to help create the first authentic Japanese green tea café in the states and serve the finest matcha green tea, as well as modern reinterpretations of traditional drinks and fare. The initial ask was for a logo. As the agency began looking into the world of green tea, it realized the existing name didn’t capture the tea’s dynamic personality, origin, legacy or spirit. A naming exploration revealed the delightfully authentic and fitting solution, Shuhari Matcha Café. Derived from the stages of mastery, “Shuhari” is a Japanese word composed of three parts. “Shu” alludes to the obedience of traditional wisdom, “ha” references the breaking away from established rules, and “ri” means to separate from conventional teachings, thereby achieving a unique style and independence.
The accompanying wordmark, reminiscent of a Japanese stamp, was designed to pay homage to the aesthetics of tea leaves unfurling in the bottom of a cup. Organically simple with a touch of playfulness, its letterforms embrace the rich history of green tea married with an accessible warmth attractive to newcomers.
