Thesis Project

ICHIRAIDO 一来道

Ichiraidō is a conceptual branding project that explores the application of traditional Japanese design philosophies within a contemporary identity system.

Through the creation of a fictional matcha brand, the project investigates how principles such as Kanso (簡素), Fukinsei (不均整), Shibui (渋味), and Wabi-sabi (侘寂) can be translated into modern visual language.

Rather than treating these philosophies as historical references, the project positions them as flexible design tools. The result is a brand system that balances restraint and innovation, honoring Japanese aesthetics while demonstrating their relevance in contemporary branding.

The Art of Japanese Design: A Visual Exploration

An Apple iMac computer on a white surface displaying a logo with a simple line drawing of a traditional Asian building and Chinese characters. Behind the computer, there are three cans with different colors and designs, placed on a slight elevation. In the background, there are three posters on the wall, each featuring minimalist artwork and Chinese text.

Design Principles Explored

  • Kanso (簡素) — Simplicity and reduction

  • Fukinsei (不均整) — Asymmetrical balance

  • Shibui (渋味) — Subtle refinement

  • Shizen (自然) — Naturalness

  • Datsuzoku (脱俗) — Freedom from convention

  • Seijaku (静寂) — Tranquility

  • Yūgen (幽玄) — Quiet elegance

  • Wabi-sabi (侘寂) — Beauty in imperfection

Identity

Ichiraidō, is a brand created to showcase the beauty of Japanese design principles through matcha. The name combines 一来 (Ichirai, “first arrival”), symbolizing how a Buddhist monk first brought matcha to Japan, and 道 (Dō, “the way”), representing traditions like 茶道 (Sadō, “The Way of Tea”). Through visual identity and motion design, this project highlights the elegance and philosophy behind Japanese aesthetics. Ichiraidō captures the essence of matcha’s journey while celebrating the harmony and simplicity of Japanese design.

Minimalist logo of a traditional Japanese temple with a curved path leading to it, accompanied by Japanese characters and the word 'ICHIRAIDO' underneath.

The logo reflects the core theme of my thesis, the first arrival of matcha in Japan. Inspired by the character 茶道 (Sadō, “The Way of Tea”), it blends abstract shapes of a gate or home to symbolize entry, a central circle representing both the sunset (a symbol of arrival in Japanese culture) and the stonemill used to grind matcha, and a curved path below to suggest a journey or way. Together, these elements express tradition, movement, and the cultural significance of matcha’s introduction.

Minimalist illustration of a traditional Japanese building with Japanese characters below.
Minimalist drawing of a traditional East Asian building with a curved roof, a small window, and a rounded door, with a winding path in front and Chinese characters below.
Line drawing of a traditional Asian building with curved roof and a small window, set on a curved path, with Chinese characters below.

The palette consists of green that symbolizes the matcha itself and renewal, dusty yellow evokes warmth, earth, and tradition, while blue brings a sense of calm, depth, and the flow of time.

Color calibration chart with RGB and CMYK color codes, and a numeric code.
Color calibration chart displaying color codes and numerical values for various color metrics.
This image displays color code information including RGB (183, 179, 106), CMYK (31, 21, 71, 0), and HEX (#B7B36A), with a background in olive green.

Typeface: AH白洲写経体 (AH Hakushu Sutra) 

Its deep connection to tradition and spirituality. Inspired by Japanese sutra calligraphy, the typeface carries a quiet elegance that aligns perfectly with the values of Ichiraidō—mindfulness, heritage, and the sacredness of each moment.

Japanese Hiragana and Katakana characters written in white against a black background.
Chinese characters on a black background that read '白州手工體'.
The alphabet in uppercase and lowercase letters: Aa, Bb, Cc, on a black background.
Japanese calligraphy with three kanji characters in white on a black background.
Number sequence from 0 to 9 written in white on a black background

packaging

Designed for three distinct matcha grades, the forms and layouts maintain structural consistency while allowing subtle variation through color and composition. Minimal typography, controlled asymmetry, and restrained detailing reinforce the brand’s quiet elegance.

Three cylindrical containers with Japanese characters, each featuring a different color and illustration of matcha-related items, placed on a white surface against a white background.
Three cylindrical containers with colorful labels featuring Japanese characters and illustrations of clouds, trees, and landscapes, placed on a white surface against a plain background.
Three cylindrical containers with simple, elegant Japanese-style drawings in blue, white, and green colors, placed on a white pedestal against a plain background.

The packaging system is structured around three distinct grades of matcha: 最高級抹茶 (Saikōkyū Matcha), 伝統抹茶 (Dentō Matcha), and 古典抹茶 (Koten Matcha). Each tier reflects a different expression of refinement while maintaining a unified visual language. Through subtle variations in composition, color, and typographic balance, the system preserves brand consistency while communicating hierarchy and character. The result is a cohesive packaging family that honors tradition while embracing contemporary restraint.

Japanese matcha tea package with green leaves design, Japanese characters, and a teacup illustration on a blue background.

最高級抹茶 (Ceremonial Grade)

Illustration of a traditional Japanese tea set with a cup and saucer, surrounded by green and gold stylized citrus slices and Japanese calligraphy.

伝統抹茶 (Traditional Grade)

Illustrated packaging of matcha green tea with Japanese text, clouds, and a mountain landscape.

古典抹茶 (Classic Grade)

posters

The poster series extends the Ichiraidō identity beyond packaging into expressive visual compositions. Each poster explores Japanese design principles through typography, spatial balance, and restrained form. By emphasizing asymmetry, minimalism, and quiet visual rhythm, the series interprets traditional aesthetics within a contemporary graphic context.

A traditional Japanese illustration featuring a stylized tea house at the top, vertical Japanese calligraphy in the middle, and a green, swirling tea leaf at the bottom.
Japanese calligraphy and illustration of a tea house on a white background with abstract blue lines in the top left corner.
A minimalist infographic about different types of Japanese green tea, featuring illustrations of traditional Japanese structures and green tea landscapes, with descriptive Japanese text.
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