One of the most important staples in Japanese culture is the tree plant, camellia sinensis. Some of these plants are handled by human hands in order to make them produce higher concentrations of antioxidants. These grinded plants become matcha, the base product of the ice cream and coffee shop Hello Matcha.

VISUAL UNIVERSE

There is a japanese legend where a rabbit sacrifices itself in order to help a wanderer get to his destination and in return his figured was placed on the surface of the moon. The rabbit is seen as the highest expression of selflessness. In other countries, such as Mexico, this animal is often associated with good luck and fortune. We combined this symbolic figure with the green essence of matcha, a constant reminder of the far east.

BRAND SOLUTION

The elements found inside the rabbit ́s body are representations of utensils and objects related to the world of tea culture. The tattoo trace is a reference to the traditional Japanese art that symbolizes protection and spirituality since their emergence.

NARRATIVE EXTRACT

“El Rayo has no hesitation of its course, it is not afraid of what will happen once it hits. Take it, let it strike you from the inside. Stand up from that uncomfortable chair that everybody has and see what’s coming for you. A glimpse of the future, a pleasant premonition. Now what? What happens after it strikes? What will you become?”

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