The reason for brand naming is the concept of “teaching your taste buds with tea”. The brand spirit makes the complexity and mystery of traditional tea culture simple and interesting, in order to be closer to young consumers and to integrate creative and interesting cultural experiences to reconnect people with the millennial culture.
“Doya” is a place that gives people a slow pace to drink tea, a brand that gathers high-quality tea, and creates new possibilities for tea by brand design, and re-creates a community centered on “tea”. concept. “Doya” chooses a simple font with no serifs. By deconstructing the letters and reorganizing them, the interpretation of the tea set on the tea tray not only pays tribute to the traditional tea culture, but also symbolizes the expectation that the new and old culture will be teased. The color choice has the oriental image of navy blue and gold as the keynote, showing its persistence in the persistence and quality of tea.
The brand recognition of the leaf is extended in the store space, drinks and cups, documents, etc. The curve is connected with the overall vision, simply teasing the elegance and fun of the tea culture.