TOKI is a lifestyle brand made in Kyoto centered around a series of coffee and tea flavors, each created for a specific time of day. Printed on every package, these hours turn each blend into a small ritual, connecting taste to mood, rhythm, and atmosphere. Short poems accompany every flavor, evoking the feeling of its moment and extending the experience beyond the cup.
SERVICES
Brand identity, packaging design, art direction, photography direction
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The identity was developed around the idea of time as atmosphere. Rather than treating each flavor as a separate product, the system was designed to express the shifting moods of the day, translating fleeting moments into color, language, and image.
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The packaging is defined by soft gradations inspired by the sky at the exact hour written on each label. These transitions create a visual rhythm across the range while giving every flavor its own distinct mood. The result is a system that feels both cohesive and poetic, grounded in the passage of time.
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The photography direction was developed to express each blend through taste, color, and texture. Using the ingredients themselves as props, the imagery was designed to evoke the sensory character of every coffee and tea flavor in a way that feels vivid, tactile, and atmospheric.
