branding, ART DIRECTION

Located along the Foothills of Fort Canning Park, Chanoyu 茶の湯 is a Japanese cafe and teahouse that offers a restful spot in nature for tourists and locals to relax and experience authentic Japanese tea traditions.It is a contemporary space for people to appreciate tea.

The main target audience of the Campaign are:

Calm, Modern and Minimal
locals and tourists, aged 21 — 45 year old of different professions.

To position Chanoyu 茶の湯 as the restful spot to experience traditional Japanese tea, the art direction encompasses rounded shapes and smooth edges. Keeping the amount of colours to the minimum and necessary neutral colours maintains its look, reducing what the eyes see.

One of the most fascinating things that has come to be linked to the samurai is the Japanese tea ceremony. The ceremony was a way for the samurai to have direct confrontation with their burdens of violence and chaos through its contrasting differences with a tea ceremony. In a way it was an escape from the harsh reality.

An illustration of a samurai with a chonmage haircut having tea is used as the icon for logo. It represents a samurai at their most relaxed state.