Kyoku Tea
Kyoku is a high-end Japanese tea that represents one of the first innovations in an ancient category. I guided the team through a full suite of brand positioning, design and communication needs for the U.S. market.
Creative direction
Naming
Art direction
Logo design
Packaging design
Website design
Green teas are highly touted for their health benefits but have a tough time penetrating an oversaturated, overall beverage market in the U.S.
These teas are naturally brewed with a patent-pending farming, selection and roasting process that allows them to be brewed optimally at room temperature or cooler. Not the same thing as putting ice in tea or leaving teabags in tea for an extra long time. This presents pitfalls for understanding the benefits, but incredible benefits to aroma, taste and nutrient density.
We introduced the concept of a ‘natural-brew method’, which is as much philosophy as brewing method for extraordinary teas.
We created a tagline that speaks to the benefits of the product and connection to the cycles of nature, as well to the audiences reasons to want to drink the tea.
We have followed that message with a similar benefit statement that is more audacious and poetic. This story now begins to write itself, and we will be entering the U.S. market in the Fall in select Michelin star restaurants.
A clean, refined palette of image treatment, typography and a new name and logo help to signal Kyoku Tea’s place in the world.
I look forward to very good things to come with Kyoku teas.
