Ichiei Brand Identity

Ichiei Brand Identity

Ichiei Brand Identity is a sophisticated visual communication system designed by Nova Hung, representing a premium health food brand specializing in loquat leaves tea from Kagoshima, Japan. The identity system, which earned a Bronze A' Design Award in Graphics and Visual Communication Design category, exemplifies minimalist Japanese design principles while incorporating traditional Chinese medicinal concepts. The design's cornerstone is a refined logotype that ingeniously combines the Chinese character 'Ying' (meaning ocean) with a simplified horizontal line representing 'One,' creating a mark that simultaneously evokes the shape of a loquat fruit. The comprehensive identity system encompasses meticulously crafted packaging designs in two sizes (12x12x12 cm and 17x6x20.5 cm), utilizing 350g art-card with matte lamination to convey premium quality. The visual language extends across various touchpoints including A4 leaflets, thank you cards, and A2 posters, all unified by a sophisticated aesthetic that transforms the act of tea consumption into a poetic experience. The design successfully bridges cultural elements from both Japanese and Chinese markets, employing white space and minimalist composition to elevate the brand's positioning for high-end consumers in mainland China, Hong Kong, and Macao. The project, completed between June and August 2016, demonstrates exceptional attention to detail in its execution, particularly in its interpretation of the company's philosophy of beautiful health from the beginning of eating habits through visual elements that reference Japan's topography and the scattered pattern of tea leaves.

brand identity design, minimalist Japanese aesthetics, premium tea packaging, visual communication system, health food branding, cultural fusion design

— Adam Dawson