Korea Tea Culture
Association

Description Korea Tea Culture Association is an organization that teaches, inherits, and communicates the Korean tea culture through serving and drinking tea in traditional manners and etiquette. The branding project was designed with the aim of attracting a wide range of generations. The logo is composed of Korean characters with a Chinese letter ‘cha’ at the center, which imprints an oriental mark of identity. The whole design concept was inspired by traditional Korean patterns and architectures: The adornment of appliquéd table cloths, wooden composites of sliding partitions, and the hieroglyphs based on Chinese characters. The fluorescent yellow-green color came from the tea brewed with fresh spring leaves of the year. The corporate design system functions online/offline and this will serve to propagate the brand via various tea ceremonies, events and workshops. Although the underlying concept follows the traditional compositions, with the introduction of splash color and functional usage of modern patterns, the results are still highly versatile and friendly to all generations.