From a Single Sakura Motif to a Seasonal Design System
Sakura Series Campaign, 2026
吃茶三千 CHICHA San Chen Singapore
Art Direction: Shyon Toh
Design: Shyon Toh, Mia Aveline, Rachel Yeo
Social Media: Gregory See Toh, Jorgina Tan
Project Coordination: Seah Kun Miao
Photography: Jeremy Tan (JTKM Productions)
Design: Shyon Toh, Mia Aveline, Rachel Yeo
Social Media: Gregory See Toh, Jorgina Tan
Project Coordination: Seah Kun Miao
Photography: Jeremy Tan (JTKM Productions)
For this series, we set out to create a flexible visual system that could capture the fleeting beauty of sakura season while remaining adaptable across multiple touchpoints.
The process began with the development of a collection of core illustrations inspired by elements commonly associated with spring and cherry blossoms. Rather than treating these graphics as standalone assets, we expanded them into a cohesive design system that could be applied consistently throughout the campaign.
The process began with the development of a collection of core illustrations inspired by elements commonly associated with spring and cherry blossoms. Rather than treating these graphics as standalone assets, we expanded them into a cohesive design system that could be applied consistently throughout the campaign.
We established a palette of pink tones with clear considerations for colour hierarchy, proportion, and usage. This ensured visual balance across layouts while preserving the softness and elegance associated with the season.
The sakura blossom served as the foundation of the visual system. Individual petals became modular graphic elements, adding rhythm and depth across layouts, while complete blossoms were reimagined as product frames. This simple yet adaptable approach allowed a single motif to scale seamlessly into a rich and recognisable campaign language.
The sakura blossom served as the foundation of the visual system. Individual petals became modular graphic elements, adding rhythm and depth across layouts, while complete blossoms were reimagined as product frames. This simple yet adaptable approach allowed a single motif to scale seamlessly into a rich and recognisable campaign language.
To complement the visual language, a bespoke masthead was developed with adaptability at its core. Subtle variations in composition allowed different versions of the masthead to be created for various applications while maintaining a unified visual identity.
Formiga Bold was selected as the primary display typeface for its soft, playful curves, which echoed the organic qualities of the sakura motif.
The letterforms were further refined through customised spacing and adjustments to their counterspaces, resulting in a distinctive typographic expression unique to the campaign.
Paired with the elegance and restraint of Optima, the masthead struck a balance between playfulness and sophistication, adding character while remaining versatile across applications.
Formiga Bold was selected as the primary display typeface for its soft, playful curves, which echoed the organic qualities of the sakura motif.
The letterforms were further refined through customised spacing and adjustments to their counterspaces, resulting in a distinctive typographic expression unique to the campaign.
Paired with the elegance and restraint of Optima, the masthead struck a balance between playfulness and sophistication, adding character while remaining versatile across applications.
The photography direction drew inspiration from the dreamy atmosphere often associated with cherry blossom season. Soft lighting, gentle colour grading, and subtle diffusion effects helped create an ethereal quality that complemented the graphic system. Together, the photography and visual identity formed a cohesive campaign experience that celebrated the romance and optimism of spring.
