Courtyard — Food & Drink

Visual identity for the traditional Chinese tea ceremony

Following the corporate rebranding of Courtyard Corporation, we were asked us to create the identity for a new brand in their F&B holdings – a modern take on a chain of traditional teahouse launching across mainland China in 2019.

Our client was looking to explore a Japanese aesthetic for the identity, that would also run through the interior of the teahouse. Following a research trip with the client to Kyoto, we were heavily inspired by different aspects of Japan's visual heritage. We were excited to bring through the deep blues, pristine whites and vibrant gold colours, the vertical script typography and the elegant use of matter-of-fact iconography.

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We created a set of four icons that holistically represent the process of making traditional tea. Sun-drying the tea leaves, reinvigorating the dried leaf with boiled water and allowing to brew.

Four blue symbols: a radiating fan, five-petaled flower, swirling pattern, and stacked horizontal lines on a black background.
Window with Chinese characters and decorative symbols
Open tea container with loose leaf tea and lid with a swirl logo on light background.
Blue metal tea tin with Asian script and decorative symbols.
Blue decorative paper bag with floral and geometric patterns, featuring Asian characters, yellow leaves, and a die-cut handle.
Collection of branding documents showcasing logo, typography, color palette, and brand assets, displayed in an open binder and loose sheets on a light background.

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