Toki
Toki
Toki
Back to work
Back to work
Back to work
Introduction
Toki is a matcha brand in Dubai with one café counter and four products: a pouch, a gift box, a tin and a can. The founder drew the logo herself, a word over a few lines of steam, and regulars already knew it. She set one condition on the first call: the logo stays.
Introduction
Toki is a matcha brand in Dubai with one café counter and four products: a pouch, a gift box, a tin and a can. The founder drew the logo herself, a word over a few lines of steam, and regulars already knew it. She set one condition on the first call: the logo stays.
Introduction
Toki is a matcha brand in Dubai with one café counter and four products: a pouch, a gift box, a tin and a can. The founder drew the logo herself, a word over a few lines of steam, and regulars already knew it. She set one condition on the first call: the logo stays.
Client
Toki
Client
Toki
Client
Toki
Location
Dubai, UAE
Location
Dubai, UAE
Location
Dubai, UAE
Timeline
2 Weeks
Timeline
2 Weeks
Timeline
2 Weeks
Year
2026
Year
2026
Year
2026
The challenge
Four products meant four materials: matte paper, card, metal and a printed can. Each one takes ink differently.
Three cup suppliers had already printed the logo in three different greens. Nobody had written down which one was right. The hand-drawn strokes also filled in at small sizes, and the tin lid needed the logo small.
The challenge
Four products meant four materials: matte paper, card, metal and a printed can. Each one takes ink differently.
Three cup suppliers had already printed the logo in three different greens. Nobody had written down which one was right. The hand-drawn strokes also filled in at small sizes, and the tin lid needed the logo small.
The challenge
Four products meant four materials: matte paper, card, metal and a printed can. Each one takes ink differently.
Three cup suppliers had already printed the logo in three different greens. Nobody had written down which one was right. The hand-drawn strokes also filled in at small sizes, and the tin lid needed the logo small.
The approach
We fixed the green before drawing anything. Robin ran swatches on all four materials in the first week and kept the ones that matched in daylight.
Mara redrew the wordmark with fewer, thicker strokes so the steam lines survive on a lid. She added a seal, two hands around a bowl, for the box and the pouch tag. The can carries no wordmark at all, only a cherry blossom on the green.
One line of type runs across the range: “Crafted for your everyday ritual.” Brandon wrote the system into a four-page guide.
The approach
We fixed the green before drawing anything. Robin ran swatches on all four materials in the first week and kept the ones that matched in daylight.
Mara redrew the wordmark with fewer, thicker strokes so the steam lines survive on a lid. She added a seal, two hands around a bowl, for the box and the pouch tag. The can carries no wordmark at all, only a cherry blossom on the green.
One line of type runs across the range: “Crafted for your everyday ritual.” Brandon wrote the system into a four-page guide.
The approach
We fixed the green before drawing anything. Robin ran swatches on all four materials in the first week and kept the ones that matched in daylight.
Mara redrew the wordmark with fewer, thicker strokes so the steam lines survive on a lid. She added a seal, two hands around a bowl, for the box and the pouch tag. The can carries no wordmark at all, only a cherry blossom on the green.
One line of type runs across the range: “Crafted for your everyday ritual.” Brandon wrote the system into a four-page guide.
Results
Results
Results
012345678901234567890123456789
packs printed in one green
012345678901234567890123456789
supplier greens cut down to one
012345678901234567890123456789
rounds of proofs before print
All four packs went to print in the same week and came back the same green. Toki now reorders from the printer without us.
Counted at handover, from the print order and the signed proofs.
012345678901234567890123456789
packs printed in one green
012345678901234567890123456789
supplier greens cut down to one
012345678901234567890123456789
rounds of proofs before print
All four packs went to print in the same week and came back the same green. Toki now reorders from the printer without us.
Counted at handover, from the print order and the signed proofs.
012345678901234567890123456789
packs printed in one green
012345678901234567890123456789
supplier greens cut down to one
012345678901234567890123456789
rounds of proofs before print
All four packs went to print in the same week and came back the same green. Toki now reorders from the printer without us.
Counted at handover, from the print order and the signed proofs.
Client quote
5.0/5
“I drew that logo at my kitchen table and assumed it would go. Six months on, the tin and the can still come back matching, and I’ve stopped checking the proofs.”
Hana Mori
·
Founder, Toki
Client quote
5.0/5
“I drew that logo at my kitchen table and assumed it would go. Six months on, the tin and the can still come back matching, and I’ve stopped checking the proofs.”
Hana Mori
·
Founder, Toki
Client quote
5.0/5
“I drew that logo at my kitchen table and assumed it would go. Six months on, the tin and the can still come back matching, and I’ve stopped checking the proofs.”
Hana Mori
·
Founder, Toki
Deliverables
Redrawn wordmark
Hand-and-bowl seal
Matcha pouch, 200 g
Gift box, ceremonial grade
Matcha tin, 200 g
Ready-to-drink can
Four-page guidelines
Deliverables
Redrawn wordmark
Hand-and-bowl seal
Matcha pouch, 200 g
Gift box, ceremonial grade
Matcha tin, 200 g
Ready-to-drink can
Four-page guidelines
Deliverables
Redrawn wordmark
Hand-and-bowl seal
Matcha pouch, 200 g
Gift box, ceremonial grade
Matcha tin, 200 g
Ready-to-drink can
Four-page guidelines
More work,
from the same desk.
Other projects from the studio. All shipped, all still in use.
All work
More work,
from the same desk.
Other projects from the studio. All shipped, all still in use.
All work
More work,
from the same desk.
Other projects from the studio. All shipped, all still in use.
All work
Questions, answered.
The things people ask on the first call, written down so the call can be about your project instead.
How do projects usually start?
What do you need from us before we begin?
How long does a brand identity take?
Who will we actually be working with?
How do you price work?
Do we own the work?
Questions, answered.
The things people ask on the first call, written down so the call can be about your project instead.
How do projects usually start?
What do you need from us before we begin?
How long does a brand identity take?
Who will we actually be working with?
How do you price work?
Do we own the work?
Questions, answered.
The things people ask on the first call, written down so the call can be about your project instead.
How do projects usually start?
What do you need from us before we begin?
How long does a brand identity take?
Who will we actually be working with?
How do you price work?
Do we own the work?
Start from the origin point.
Every brand we build begins with one conversation. This is where yours would.
Book a call
Start from the origin point.
Every brand we build begins with one conversation. This is where yours would.
Book a call
Start from the origin point.
Every brand we build begins with one conversation. This is where yours would.
Book a call