ROLE Concept · Illustration · UI · Motion · DevelopmentCOLLABORATION End-to-end, working directly with the founderCONTEXT Tea shop planned for Gifu, 2027
THE IDEA BEHIND FLEMME
Rest is something you can bring home.
On a farm in New Zealand, the founder met someone who could switch off completely during a break. That feeling stayed with her: flemme.
It echoed the everyday tea-and-snack rituals she knew in Japan. Working in a Dutch matcha café brought the idea closer to a place of her own, with a return to Gifu planned for 2027.
JapanEveryday tea
New ZealandPermission to rest
NetherlandsA cup to share
Gifu · 2027A planned return
日常のお茶A shop on an ordinary street.Time for two.Sky, rooftops, a slower pace.
NOTES ON A FEELING
From place to ritual.
Open landscapes establish the setting. Familiar streets and cups bring the story closer to everyday life.
THE VISUAL REFERENCESOpen the moodboard ↗
VISUAL REFERENCES → DESIGN PRINCIPLES
Borrow a principle.Find a voice.
Keep the real. Photography anchors the scene in everyday life.
Add the imagined. Drawing introduces a person, gesture or small story.
Leave room. Open space lets each image breathe.
Reference material · not Flemme applications Open board ↗
02 — BUILDING THE KEY VISUAL
A photograph. A little company.
A real landscape. Two imagined guests. Explore what each layer brings to the scene.
THE ANATOMY OF A PAUSE
BUILD THE FEELING
One place. Three voices.
A place, a moment of company, a voice. Watch the composition unfold.
01 Photography
02 Illustration
03 Lettering
Photography alone: a place to sit, before the imagined tea break.
03 — A SHARED VISUAL LANGUAGEFROM LINE TO CHARACTER
One world. Many small stories.
Uneven ink. Familiar places. Just enough detail to feel at home.
THE MAIN ILLUSTRATION
A place to call home.
Wood, curtains, plants and a cup waiting on the table.
FLEMME TEA SHOP / GIFU, JAPAN · PLANNED FOR 2027
SMALL SCENES FROM THE JOURNEY
I.
THE FARMNew Zealand — learning to restII.
THE CAFÉNetherlands — a cup to share
THE LINE, UP CLOSE
The decisions inside the drawing.
Enlarged details from the tea-shop illustration.
A loose rhythm
Roof panels repeat, but their edges vary. The silhouette holds the structure together while the line keeps the hand visible.
Recognisable, with less
The kettle keeps its handle and spout; cups keep their open rims. Surface detail falls away so the objects remain readable within the shop.
ONE LANGUAGE, THREE ROLESScene
More detail for the tea shop: objects, shelves and curtains give the place its character.
Gesture
Fewer lines for a person or cup. Keep the pose and silhouette readable at a small size.
Note
The lightest marks sit in the margins. They guide attention without competing with the photograph.
TYPE & COLOURTYPE / COLOUR / APPLICATION
Typography & colours
Gaegu
Uppercase
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Lowercase
abcdefghijklmnopqrstuvwxyz 0123456789
TOGETHER ON THE HOMEPAGE
Flemme Tea
Japanese everyday tea
About Product Atmosphere
Gaegu carries the welcoming voice. Manrope keeps navigation clear.
Gaegu gives headlines and notes a personal, handwritten voice.
COLOUR / FROM LANDSCAPE TO TEA TABLE
The field, the wood, the open sky.
The palette connects two sides of Flemme: the openness of the countryside and the warmth of an everyday tea break. Green anchors the world, brown brings it close, and blue gives it air.
TEA GREEN#84944D
A muted, earthy green connects the tea itself with fields and foliage. It anchors the palette in familiar, living things.
WOOD BROWN#52371A
Brown echoes wooden tables and the tea-shop interior. Its warmth grounds the cooler sky blue and brings the palette back to the everyday ritual.
SKY BLUE#7AAECB
Blue carries the open sky from the key visual into the identity. It adds lightness beside green and brown, keeping the world from feeling too enclosed.
Brand typography: Gaegu + Manrope. Case-study titles use DM Sans + Cormorant Garamond; annotations follow the same editorial pairing.
THE SAME LANGUAGE, IN MOTION
A journey, drawn in chapters.
Japan → New Zealand → Netherlands. Then, a plan to return home.
ARRIVE
Draw the scene once, then leave it complete.
BREATHE
A small movement in steam or fabric keeps the place alive.
REST
Long holds give stillness as much importance as movement.
01 — 04
01 / JAPAN
The familiar things.
Everyday tea culture. A small ritual to carry along.
a little piece of home
A walking character. A swaying curtain. Steam from a cup. Small movements, room to rest.
04 — THE WEBSITEFLEMME / HOMEPAGE
Step inside the world.
Photography sets the place. Illustration adds the voice. Motion gives it time.
