( YEAR: 2025 )

Design Services | Service

Brand Visual Identity

Copywriting

Our Role | Our Role

In this project, we were responsible for Tea Layers (Cha Tieh) brand visual identity design and the planning of subsequent collateral materials.

The greatest challenge of a tea brand is transforming something deeply abstract — the depth of brewed tea, the feel of the teaware in hand, the rhythm of a tea-tasting session — into a visual language that can be seen and touched. The task was to find a core concept that could hold both "layering" and "negative space" at once.

Client Background | Client

Tea Layers (Cha Tieh) is a tea and pastry brand whose core inspiration is "layering" — drawn from the shifting depths of brewed tea, the stacked forms of teaware, and the layered sensations of taste, all of which reflect the delicate, multi-dimensional beauty of tea culture.

The brand name also echoes the Japanese tradition of measuring tearoom spaces in "tatami mats" (疊／畴) — where within a finite space, a single cup of tea and a quiet conversation are enough to savor a lifetime. The client wanted this spirit of stillness, refinement, and unhurried spaciousness to run through every detail of the brand identity.

Tea Layers

Inspired by Layering — Reflecting the Layered Beauty of Tea Culture

Starting from the concept of "layering" in Japanese tearoom culture, we translated the imagery of tea's stacked depths, teaware forms, and spatial accumulation into the structural vocabulary of the logo — so that the mark itself communicates a sense of building layer by layer, of slow, quiet settling. The overall style follows a minimalist direction with generous use of negative space, echoing the rhythm of a tearoom that invites you to pause and savor rather than rush to fill every inch with information.

In the extended applications, this layering vocabulary stretches across packaging and accompanying objects, so that each piece held in hand feels like a miniature of the tearoom itself — not seeking grandeur, but in restraint and white space, naturally slowing the pace, inviting one to quietly savor the gentle warmth of tea.