Cha

This project was for the Master's Thesis of Fine Arts at Seoul National University in 2017. Even though Korean Tea Culture has a great history and tradition, it hasn't been known compared to the other countries' tea cultures. I’ve focused on differentiating the attributes of the Korean Tea Culture from those of Chinese, Japanese, and around the globe. With this project, I aimed to create a unique lifestyle experience with its cultural brand concept. According to the research, the most representative characteristic of the Korean Tea Culture was taking a rest while enjoying tea, so I wanted to give the consumers relaxation in experiencing this brand. The logo was inspired by the word “tea” in Chinese and Korean characters and was intended to have some gaps in dashed lines representing its main concept “break & relaxation”. Also, I developed some materials emphasizing its main concept “breaks in daily life” beyond tea products.