In the world of branding, a logo is far more than just a visual mark—it serves as the foundation of a brand’s identity. A thoughtfully designed logo captures the essence of a business, communicates its values, and creates a lasting emotional connection with its audience. At Studio Miyabi, we believe that every logo should tell a story, which is why we craft logos that are purposeful, meaningful, and aligned with the core mission of each brand we work with.

In this post, we'll share the design journey behind two distinct logos we created for Inucha, a premium matcha brand, and Oshen, a creative production agency. Each logo was thoughtfully designed to reflect the unique essence of the brand, going beyond aesthetics to capture their values and passions.

Inucha Premium Matcha: Tradition Meets Modern Design

When Inucha approached us to develop their brand identity, the timing was perfect. At the time, our studio was based in Japan, and the brand’s deep connection to authentic Japanese tradition was a key aspect of their identity.

During our research, we visited traditional tea rooms in Kyoto, which are central to Japanese tea ceremonies. It was here that we discovered the tatami mat, a simple yet functional flooring material used to guide guests during the ceremony. This mat became the foundation for Inucha's logo.

Image Source: Jeremy Liebman

Image Source: Jeremy Liebman

Inspiration images showing traditional tatami mat layouts.

We built the foundation of Inucha's brandmark from the shapes seen in these tatami mat formations, adding subtle details that further reflected their values and product. The 'tatami' logo is formatted in a way that guests would be facing each other — Representing Inucha’s mission to break down social barriers and mirroring the tea ceremony's egalitarian spirit.

To further enhance the design, we softened the lines of each shape, giving them an organic, fluid quality reminiscent of the brushstrokes found in traditional Japanese calligraphy. These calligraphic scrolls, often created by renowned artists or Buddhist monks, are displayed in the tokonoma of the tea room, adding another layer of cultural depth to the logo.

Oshen Agency: A Logo Inspired by the Ocean and Travel

Working with Oshen was a rewarding experience, as their passion for the ocean and travel played a major role in shaping their logo design. Their brand identity needed to encapsulate their love for exploration and nature, while remaining professional and powerful.

The sun, representing both protection and the raw power of nature, forms the foundation of Oshen's brandmark. This sun was derived from the 'O' in their primary logo, and through it flows a conceptual wave—a fluid, abstract design that represents Oshen’s deep connection to the ocean. The wave also symbolizes the dynamic energy and movement of their production work.

For their primary logo, we created a fully custom typeface by making subtle adjustments to the existing letterforms. To evoke themes of fluidity and motion, we integrated gentle curves into the typography, giving the logo a harmonious, flowing feel—reminiscent of ocean waves and travel’s transformative power.

The Power of Meaningful & Thoughtful Logo Design

At Studio Miyabi, we strive to create logos that go beyond visuals, integrating purpose and meaning into every brand identity. Thoughtful design has the ability to communicate deeper messages, evoke emotion, and establish a strong connection with your audience. Whether you’re a new brand looking to define your visual identity or an established business ready for a refresh, we believe in the power of meaningful design to elevate your brand.

Thank you for being part of the Studio Miyabi community and for taking the time to explore our design process. If you're ready to build a logo that tells your unique story, get in touch with us today to begin your branding journey.