Ba'ndo's identity for Japanese matcha brand Nippon turns to tradition, not trends

"When shaping Nippon's visual tone, the agency aimed to preserve the simplicity, calmness and depth of meaning inherent in matcha making, building a brand that felt loyal to its roots yet unmistakably modern - "an identity that carries the ritual of the past into the rhythm of today", Emrah summarises. To reinforce this balance the team went for a type pairing of Maison Neue Extended and Eros: "one confident, bold, and contemporary; the other, a subtle nod to traditional Japanese calligraphy", Emrah continues."

"With a soft shifting gradient, the shape references Japan title as 'Land of the Rising Sun', as well as connoting the traditional matcha bowl used for preparing the tea. A secondary logo of a stamp-like form also marks the brands physical applications and packaging, which was Bando's take on a traditional Japanese Hanko stamp for Nippon: a personalised name stamp or seal, traditionally used in Japan as a substitute for a handwritten signature."

"We envisioned a motion system inspired by the light, dynamic, and transient nature of matcha powder. Each floating particle captures the spirit of the Japanese concept 'ichigo ichie' - a moment that appears briefly, then disappears, never to be repeated. To achieve the effect, the design team at Ba'ndo combined 2D illustrations with digital particle simulations based on the real, natural movement of the powder."

The agency preserved the simplicity, calmness and depth of meaning in matcha making while creating a modern yet rooted brand identity. The visual system pairs Maison Neue Extended with Eros to balance bold contemporary presence and a nod to Japanese calligraphy. The logo elevates the 'O' as a symbol of origin with a soft shifting gradient referencing Japan as the Land of the Rising Sun and the matcha bowl. A stamp-like secondary logo draws on the traditional Hanko for physical applications and packaging. Soft minimal illustrations and a guiding character map cultivation to consumption, while particle-driven motion emulates the powder's transient movement and the concept of ichigo ichie.

Read at Itsnicethat