Projects/Tokyo Chai Party
Overview
Brand Identity
Ginger × Chill = Ginger Man
To capture the client’s vision of “people enjoying a relaxing moment with shisha while sipping on ginger-infused chai,” we designed the central motif of a human figure shaped like a ginger root—Ginger Man—lazily lounging on a sofa. To evoke the spicy warmth of ginger, we used a vivid yellow background and crafted the logo to resemble the flowing shape of shisha smoke.
Ginger Man embodies the concept of “a young person on the verge of becoming an old soul.” The target audience—young adults in their 20s and 30s living in Tokyo—are envisioned unwinding with a solo party at home after a long day. This imagery seamlessly aligns with the brand’s name, Tokyo Chai Party.
Simple yet Bold Packaging
To clearly communicate the brand’s concept, we prominently featured a large image of Ginger Man and the logo on the front of the package. The back of the package includes quirky, slightly offbeat illustrations of the chai-making process, maintaining Ginger Man’s playful tone.
Expanding the Brand's World through Illustrations
To deepen the brand’s identity, we created various character patterns, considering their use on Instagram, stickers, and other media. These scenes were illustrated in a charming style that resonates with our target audience.
Capturing Youthful Moments through Film
Since Tokyo Chai Party is sold exclusively online, it was essential to convey the brand’s essence on social media. We directed a photography shoot for these platforms, collaborating with photographer Kyogo Hidaka.
The shoot, conducted in Sangenjaya—the birthplace of the brand—utilized film photography to capture warm, textured moments. Hidaka’s candid, snapshot-style images showcase how Tokyo Chai Party naturally fits into the lives of young people in Tokyo.
