THE CHALLENGE
Harada Tea, a Tokyo-based green tea company with more than 100 years of history, engaged Marquis to establish a U.S. brand for its premium green tea products and introduce its tea-making traditions to a new audience. The company also planned to open Gen Sou En Tea House in Coolidge Corner, Brookline, a modern Japanese tea house concept that was the first of its kind.
The challenge was to create a cohesive brand that could serve two distinct but connected experiences: premium packaged tea products and a contemporary Japanese tea house. Both needed to communicate the authenticity, heritage, and quality of Harada Tea while introducing its traditions in a way that would resonate with American consumers.
INDUSTRY
Food & Beverage / Retail / Restaurant
SERVICES
Research & Analysis, Positioning, Brand Messaging, Logo Design, Visual Identity, Brand Standards, Brand & Corporate Communications, Website Design, Digital Marketing, Packaging, Sales & Marketing Collateral, Advertising, Signage & Environmental, Photoshoot Art Direction
THE SOLUTION
Marquis developed a comprehensive brand identity inspired by Japanese calligraphy and the expressive qualities of traditional brushstroke art. The visual identity was paired with a messaging strategy that highlighted Harada Tea's authentic traditions, craftsmanship, and tea-making processes, establishing a distinctive foundation for both the product lines and the tea house.
We extended the identity across every aspect of the brand experience, including logos, packaging, website, tea house menus, signage, environmental elements, and in-house and take-out paper goods. The result was a unified brand system that connected Harada Tea's heritage with the modern tea house experience and brought the company's premium products to the U.S. market.
