Cloud is a Japanese-inspired matcha tea brand that specializes in organic matcha powder. Welcoming matcha lovers from all communities, the brand aims to bring a smooth-tasting experience and to encourage people to explore a part of Japanese culture.
The brand identity consists of a main wordmark, ‘cloud,’ with the ‘u’ having a slightly lower ascender to resemble the traditional Japanese tea cup. The three repetitive rings that create the cloud-like form are inspired by the Seigaiha (meaning blue sea and waves) pattern, symbolizing power and resistance, which are the keys to the native culture. The cloud form also reflects the foam texture formed when making traditional matcha.
