Kamakura Brand Integration Project

Kamakura was shaped around the idea of bringing Japanese tea culture into contemporary everyday life. The visual direction combines historical references, present-day Kamakura and a softer, more personal interpretation of Japanese culture.

With matcha at the heart of the brand, Kamakura introduces Japanese tea in a way that feels approachable, thoughtful and easy to enjoy every day. The name also carries a personal connection to Kamakura, reflected through references to the place, its history and its atmosphere.

The collection is built around two expressions of matcha — Premium and Daily — while expanding into green tea, hojicha, genmaicha and mugicha. Each tea is presented as part of a wider everyday Japanese tea culture, not as something reserved only for special occasions.

Premium Matcha is designed for slower, more intentional moments, while Daily Matcha is made to fit naturally into everyday routines. The contrast creates two different experiences within the same brand, from ritual to everyday comfort.

Kamakura is designed to stay close to the small moments that shape each day. Different formats and touchpoints allow the brand to move naturally from quiet tea rituals to commuting, working and everyday routines.

The Premium line takes inspiration from traditional Japanese imagery and reinterprets it through a more contemporary graphic treatment. Ukiyo-e references and cultural details bring depth to the packaging without turning the brand into a literal or nostalgic representation of Japan.

The Daily line takes a lighter and more approachable direction, using familiar contemporary references and everyday formats. It is designed to feel easy, practical and naturally integrated into modern life while keeping the same Kamakura identity.

Beyond matcha, Kamakura introduces the wider variety of Japanese tea culture through green tea, hojicha, genmaicha and mugicha. Each tea brings a different character, giving people an easy way to choose depending on the mood, moment or routine.