Dynamic Visual Identity
2024
Shizuoka, meaning “calm hill,” is a city and region in Japan known for its exceptional green tea, producing over 40% of Japan’s total supply. The tea culture in this region is deeply rooted in tradition, precision, and harmony between nature and people. The region’s hilly landscape, volcanic soil, and attention to detail contribute to its reputation for producing the highestquality tea in the world. Inspired by this, I created a dynamic identity that communicates the organic, calming essence of Shizuoka. This identity reflects the tea plantations and the city’s rich heritage through a visually structured yet flexible system.
The identity serves two primary users: tea plantations and the city of Shizuoka. The logo acts as a quality seal for their tea packaging, signifying authenticity - similar to Champagne from northern France. Tea brands in Shizuoka can customize their packaging within the identity system, creating unique patterns that represent their specific tea plantations. Meanwhile, the city of Shizuoka can integrate this identity into public spaces, signage, and promotional materials. With this tool, they can adjust the design as needed, ensuring a dynamic, flexible, yet cohesive identity for both print and digital applications.