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

The world’s gone matcha crazy. So much so that its main source is struggling to keep up with the demand. The world’s highest quality green tea hasn’t always been a viral trend though, in Japan it’s much more of an ancient ritual. That’s why design agency Ba’ndo wanted to explore the deep-rooted practice of matcha making in Japanese culture as their starting point for a visual identity for Nippon: A new wellness brand introducing ceremony-grade matcha and traditional houjicha teas to Europe.

The branding agency, based between London and Istanbul, took on the brief with the aim to blend a sense of heritage with a contemporary perspective on the tea, hoping to transfer Nippon’s philosophy of conscious consumption and slower living into a visual identity that would stand out against our current fast-paced visual landscape. “We knew that at its core, matcha is not just a beverage but a ritual built on awareness, patience, and respect. In the traditional matcha ceremony, every object, every gesture, and every step carries its own name, meaning, and timing. This awareness became the foundation of Nippon’s design philosophy,” shares co-founder Emrah Doğru.

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.

The brand’s logo also brings the ‘O’ into focus as a symbol of the product’s origin. 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.

A big part of shaping the personality of Nippon for Ba’ndo beyond these considered logo marks was their use of soft, minimal illustrations. The team created a character to guide users through the entire journey of the drink “from its cultivation and preparation to serving and consumption”, says Emrah, introducing a tactile motion element that allowed this friendly character to dissolve and dissipate. “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.

In print, the agency paid close attention to everything feeling as intentional as the tools used for the tea ceremony itself. Everything from the experience of unboxing the tea to how the tin feels to hold was considered to feel like an important addition to this physical experience and ritual. “All the visual elements we developed for the brand – colour, typography, symbols, and textures – came together harmoniously in physical applications,” shares Emrah. “The packaging became more than a container; it turned into a communication surface that conveys the brand’s values.”

Overall, Emrah hopes that Ba’ndos bold and simplistic new brand for the Japanese tea brand “whispers the rich and respected heritage of matcha and embodies” and adds to the mindful nature of a ritual that “expands the boundaries of a busy, stressful life and makes room for tranquility”. He ends: “It’s a gentle reminder to ask ourselves, ‘Why the rush?’”