mep brings together matcha, art, culture, and Japanese tea culture under one roof. We created a corporate identity for them that encapsulates the meditative character of the brand in a modern, sophisticated look. The visual concept combines Japanese serenity with contemporary design – and invites you to pause.
The brand mark is particularly distinctive for its abstract visual language, which allows for a great deal of interpretation. It is especially fascinating that the mark can be read both positively and negatively. The negative space created by the black shapes plays a central role here, opening up different spatial perceptions.
Depending on how the elements are combined, different associations and spaces emerge. For example, the white space reminds us of a matcha bowl, with a moji above it. In other applications – such as on business cards – new spatial compositions and associations emerge. This principle was deliberately designed this way, as the space is highly flexible and adaptable. Depending on the exhibition or use, the entire space can be rearranged again and again – this very flexibility and mutability is reflected in the brand mark.
