Mizumi is a conceptual branding project born at the intersection of serenity and modernity, deeply inspired by Kyoto’s centuries-old tea culture and reimagined through the lens of contemporary minimal design.

The goal of Mizumi was to ask a simple yet powerful question: How can matcha, with its deep roots in Japanese tradition, find its place in today’s fast-paced, overstimulated lifestyle without losing its essence of calm?

The name Mizumi, which translates to “lake” in Japanese, was chosen carefully to embody stillness, balance, and purity. Just as a lake reflects both movement and quiet, Mizumi reflects the philosophy of slowing down in a busy world, an invitation to pause, breathe, and embrace rituals that bring clarity. This guiding principle shaped every design decision, from the first logo sketch to the smallest details of the packaging.

The logo was inspired by the fluidity of Japanese brush strokes and the timeless silhouettes of distant mountains. These forms create a sense of natural flow, echoing both tradition and modern restraint. The typography was kept clean and unfussy, reflecting simplicity while preserving a premium, timeless edge.

The visual language of Mizumi was crafted to feel like a bridge between two worlds: the meditative calm of tea ceremonies and the sleek, approachable aesthetic of modern lifestyle brands. The packaging balances earthy tones with minimalist white space, offering a tactile experience that feels both authentic and contemporary. It is not loud or crowded, but intentional, much like the ritual of preparing matcha itself.

This project is not built as a rigid case study with exhaustive rationales and strict frameworks. Instead, Mizumi is presented as a visual story, a moodboard come to life. It communicates a mood, a look, and a feeling. The presentation flows through carefully curated boards, logo explorations, refined typography choices, and mockups that show Mizumi’s adaptability in the real world, whether on a store shelf, in someone’s fridge, or on a café counter.

Lifestyle applications were a key part of the storytelling. Seeing Mizumi in context, as a ready-to-drink iced matcha that slides effortlessly into everyday life, completes the narrative. From modern kitchens to outdoor moments of calm, Mizumi is designed to be both aspirational and relatable.

But Mizumi is more than just a beverage branding exercise. It is a narrative about slowing down. It reminds us of the beauty in small rituals, the quiet power of intentional design, and the possibility of carrying forward cultural traditions in new, relevant ways. It is about showing how a brand can capture not only an aesthetic but also a philosophy, one that celebrates balance, mindfulness, and the harmony of old and new.

Through Mizumi, I wanted to explore how branding can evoke emotion without words, how visuals can tell a story without over-explaining, and how simplicity can be powerful enough to carry a legacy forward. At its heart, Mizumi is not only a conceptual iced matcha brand but also a meditation on design itself: the art of blending culture, clarity, and modern living into one cohesive visual experience.