PROJECT OVERVIEW

Hikari is about authenticity, calmness, and, most importantly, finding yourself. Rather than preaching these ideas, the brand seeks to create an experience that transcends the mind and takes you into a space that is entirely your own. Hikari approached us for its brand exercise, and through the process, we embarked on a journey of self-discovery once again.

PROBLEM STATEMENT

We wanted to create a brand identity that reflected Hikari’s attributes while standing apart as distinct, relatable, and fun. As the matcha tea market continued to grow, finding a space of our own became increasingly challenging. But we did, and we made it our own. The journey towards creating the logo was demanding, but once we found the right expression, everything else fell into place naturally, much like Hikari itself.

OUR APPROACH

Our approach was simple: to discover rather than scatter options and choose a direction. We decluttered our rituals to create space for something new.

We returned to discussions with the Hikari team time and again. While experiencing their product, we spoke about people, life, and everything in between. What began on the drawing board gradually became a shared flow that we could all imagine. The brand’s personality emerged just as we envisioned: young, expressive, and honest. The resulting collaterals are cohesive enough to work across a variety of styles, giving Hikari the freedom to experiment with its communication while connecting with its wide and distinctive audience.