Chabi Chabi
The Brief — Bring Back the Authenticity and Philosophy of Matcha Drinking in the Commercial World
The owner of the brand is determined to honour the Japanese tradition of Tea ceremony while starting a modern teahouse, position themselves so differently from the rising trend of fusion Matcha brands.
The name Chabi Chabi came from the philosophy of minimalism of Wabi Sabi - the embracement of imperfection and the emergence with nature.
Branding
Hong Kong
August 2021
Current State - Branding Concept
Research Insights — Matcha Ceremony is a Ritual Connecting the Accompany, the Nature and the Mind
We dig into the strict rules of how the Japanese held matcha ceremony in the past in a small teahouse where people bow to enter to show respect.
Tea types are carefully graded and named differently. Only the top tier of tea without exposed under sunlight can bear the name 'Matcha'.
The layout of the teahouse and the grading of tea types are taken into account to the building of the brand.
Idea Execution — The Philosophy Lies Within the Kanji Character Itself
The brand idea is precisely extracted from the philosophy of Wabi-Sabi, as the name Chabi Chabi came from. We envision how tea drinking will look in a modern setting, but also where the ancient wisdom is preserved.
The logo is designed with the Japanese Kanji of Tea (茶), combining the vision we have for modern tea drinking.
From there, we developed the whole visual system for the brand.
