Idle Hour
Matcha between cultures and disciplines
Praktika created the visual identity, packaging and art direction for Idle Hour, a UK matcha brand offering ceremonial-grade matcha. The project positions the company between cultures and disciplines, pairing respect for Japanese tradition with a global view of how matcha is enjoyed. Its stated approach draws inspiration from Japanese craftsmanship without imitating it. Rokas Sutkaitis is credited for design, with photography by Idle Hour. The studio presents the work as a connected identity and packaging project, bringing the brand’s cultural perspective into its product presentation.
Insights
- The project frames Japanese craftsmanship as a source of inspiration rather than something to imitate.
- Identity, packaging and art direction are treated as connected parts of the brand presentation.
- The positioning combines respect for matcha’s origins with a global view of its enjoyment.
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