Nakamura Tokichi Honten
Strategy / Identity / Print / Environment
- Creative direction: Anyhow
- Art direction: Anyhow
- Design: Anyhow / Atelier Blue / Kics Document. / PAR-ART
- Illustration: Anyhow
- Photography: Shinichi Ito
Tokichi Nakamura Honten is a tea brand based in Kyoto’s Uji area with a history of more than 150 years. It proudly represents Japanese tea culture and particularly their Kyoto heritage. Anyhow supported them in their ambition to achieve global exposure while maintaining their traditional Kyoto authenticity. We conducted the comprehensive creative direction, including brand strategy, a corporate identity refresh, a new store design direction as well as uniform design.
Refined the reasons why this long-established brand of Kyoto Uji is indispensable to the world, clarified the brand’s essential values and strengths that modern Japan does not have.
Design brand guidelines of how to adapt to modern life and present the pride and dignity of a traditional brand.
Phase 1: Brand strategy
Market analysis, brand workshop, brand DNA, positioning, brand message, brand vision
Phase 2: Identity
Brand book design, identity design, service hospitality guidelines
Phase 3: Activation
Shop design direction, application design, uniform design