Beyond words

Cha.ology’s modular logo is inspired by the grid-like tatami flooring found in many traditional rooms in Japan. The word Cha.ology is split in half and placed inside different tatami blocks that can then appear in different combinations.

The menu and other aspects of the branding are also inspired by the intricate grids of tatami flooring. A series of simple, minimal icons describe the process of Japanese tea brewing to customers.

To communicate the tea house’s strict no-shoes policy, Alphabet created a series of illustrated signs that instruct English and Japanese-speaking customers to remove their shoes.