Lumio - Art Direction
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Raw Contrast
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Matcha Society is a visual identity and packaging design project that reinterprets the authenticity and quality of matcha through the modern lens of Melbourne. At its core, the project focuses on the visual harmony between "Urban Chic" and the refined aesthetics of "Japanese Tradition."
The central design motif, the "Receipt," serves as more than just a decorative element; it acts as a certificate of quality that transparently displays detailed product information such as origin and ingredients. These details are arranged within an orderly Japanese grid system to enhance credibility.
The product lineup is distinguished by a six-color palette, featuring deep green for matcha and rich brown for hojicha. Text is applied in either Black or White depending on the background brightness to ensure readability. This high contrast complements the cold metallic texture of the tin packaging, creating a modern impression. The blend of flowing English calligraphy and restrained Japanese typography establishes a unique identity where Melbourne’s hip sensibility coexists with Japanese tradition.
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Ryo Daily Line
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