PROJECT



Iron Goddess

Taiwan is renowned for its exceptional teas, especially the prized high mountain oolongs. Inspired by the prestigious Tie Guan Yin variety, Iron Goddess offers a pop-up tea experience dedicated to showcasing Taiwan’s finest teas to both seasoned connoisseurs and casual tea lovers, one exquisite cup at a time.

Branding
Typography
Social Media
Illustration

CASE STUDY



RYAN KUO

SAN JOSÉ, CR — 




Iron Goddess is a pop-up tea house concept inspired by the rich tea culture of Taiwan, home to some of the world’s most prized teas. Named after the renowned Tie Guan Yin oolong variety, the project aimed to offer an accessible yet immersive experience for both tea connoisseurs and curious newcomers. It combined the elegance of Taiwan’s tea tradition with a playful design approach, inviting guests to explore and savor Taiwan’s finest teas, one cup at a time.
 The primary objective of Iron Goddess was to celebrate Taiwan’s tea culture and craftsmanship through a pop-up experience. A key challenge was balancing the sophistication of high-quality tea with an approachable and engaging atmosphere for an audience unfamiliar with the tradition. The design needed to be playful and welcoming, encouraging exploration while maintaining the calm, relaxing essence of tea culture.




Taiwan’s cultural heritage, shaped by Chinese and Japanese influences, is steeped in exceptional craftsmanship and a love for charming, detailed design. To inform the branding and aesthetic, I drew inspiration from:

  • Traditional Chinese chop marks, reflecting authenticity and tradition.
  • The whimsicality of Japanese-inspired cute (kawaii) design.
  • Community-driven design, incorporating hand-drawn illustrations collected from a collaborative drawing activity centered around teapots and cups.

I also studied the textures and finishes of ceramics, which played a key role in traditional tea presentation.
 The branding for Iron Goddess was intentionally playful, drawing from kindergarten aesthetics to create a sense of discovery and joy. Key design choices included:

  • A pastel color palette to evoke softness and approachability.
  • Handwritten typography and simple, charming illustrations to emphasize a relaxed and informal vibe.
  • Texture-based design elements, mimicking chalk on ceramic, to provide warmth and connect to the tactile nature of tea drinking.

The centerpiece of the visual identity was a custom logo resembling a traditional Chinese chop, featuring the characters for “iron” rendered in a Bronze Age-inspired script. This element bridged the playful design with cultural authenticity.




The project evolved through a detailed and iterative process:

  1. Logo Development: After exploring several concepts, I finalized a chop-style logo that encapsulated the essence of Taiwan’s tea tradition with a modern twist.

  2. Illustration Assets: Hand-drawn teapot and teacup illustrations, inspired by the drawing submissions, were refined into key visual elements used across the branding.

  3. Texture Integration: Textures resembling chalk drawings were paired with ceramic-inspired designs, creating a tactile and visually rich aesthetic.

  4. Applications:
  • A cohesive set of digital and analog assets, including posters, menus, social media posts, and a responsive website for desktop and mobile.
  • Mockups for tea packaging and utensils, blending the illustrative and textural elements with functional design.
The final result was a cohesive brand identity that struck the perfect balance between playfulness and elegance. The pastel tones, illustrative details, and tactile textures invited guests to explore Taiwan’s tea culture in a relaxed, approachable environment.

The branding for Iron Goddess was well-received across focus groups, with participants praising its engaging and approachable design. The feedback highlighted the effectiveness of combining a playful aesthetic with traditional elements, reinforcing the concept’s broad appeal to all target demographics. Minor adjustments were made based on feedback to ensure the final assets were polished and presentation-ready.

The project successfully delivered a vibrant and accessible design system that celebrated Taiwan’s rich tea heritage while inviting a new audience to engage with it in a fun and meaningful way.



 CLOVER & FLY