Project Overview

Academic Project

Client: Tsuru Tea Shop
Industry: Food & Beverage
Timeline: 4 weeks (2026)
My Role: Illustrative Designer

I built this brand kit for Tsuru Tea Shop, an imaginary premium Japanese tea shop that serves matcha, herbal teas, and pastries. The business was created from scratch, from research, ideation, drafting, and final work.

This piece was created as an assignment for my Illustrative Design class. I learned the importance of doing logo readability and strong silhouette.

Brand Kit

Thumbnails

Here, I explore some ideas on what the business should be centered around. Upon settling on the name "Tsuru", I focused on what the logo could be besides the typical matcha motifs. For representing peace and good fortune, I settled on the origami crane idea.

Final Sketches

I decided on the color palette and explored some wordmark hand lettering and how to fit the business name into the logo. I enjoyed the geometric name to the wordmark, so I chose to keep that aspect.