Ito En needed a library of digital content to be used across owned and paid social media channels to promote their tea bags and loose leaf teas. We created dynamic content that could stand alone or be integrated with the look and feel of their existing digital properties, leaning into Japanese tea culture while also utilizing a more playful aesthetic.
Tea brands rarely fall outside of traditional design clichés. We need to true stay true to the heritage of the brand, while also incorporating lifestyle content that attracted new audiences. Through strategic art direction, we developed a content library that stays true to the product and tone of the brand, and is visually appealing to a social media audience.
At its core, Ito En’s visual aesthetic is Japanese-inspired with playful touches. We highlighted Ito En’s premium product, while also showcasing it as a friendly and imaginative lifestyle brand.
The current matcha trend has quickly become mainstream. Most matcha companies use greens, millennial pink, and other design tropes to target new audiences. Our focus for matcha LOVE was to stay away from the trends and focus on educating consumers on the benefits that help you get through your day through a more elevated design approach.
We refined the look and feel to better suit Matcha Love’s minimal, Japan meets California vibe. We created a visual concept that mapped a trajectory for the brand’s content style moving forward.
