Brand Logo Design for Afternoon Tea LIVING’s New Business “Afternoon Tea ReMIX”

Lifestyle brand Afternoon Tea LIVING has opened its new business, “Afternoon Tea ReMIX,” at LUCUA Osaka.

“Afternoon Tea ReMIX,” a new concept shop for the next generation, proposes re-editing everyday life with a contemporary sensibility by freely combining the values that the Afternoon Tea brand has cherished with people, objects, and culture. IN FOCUS was responsible for the brand logo design, as well as the design of a tote bag using the logo.

The overlapping triangles used in the symbol mark represent the combination of different elements. They symbolize the new values and ways of enjoying things that emerge from their overlap. The logotype was designed with a bouncy impression, expressing the hope that everyday life can be something that makes your heart leap.