JIANCHA

— Foreword

An Art of
Intention

In a world that moves fast and speaks loud, tea may seem like just another drink. But to us, Jiancha is an art of intention. A moment to pause and see what truly matters. A form of quiet luxury, expressed through restraint and refinement.

This Brand Guide exists as a compass for our identity — a tool that ensures every expression of Jiancha stays true to our essence: graceful, minimal, and deeply meaningful.

Whether you're a designer, storyteller, experience curator, or someone who simply believes in the brand, the principles in this guide are crafted to help you understand and convey the soul of Jiancha with consistency and elegance.

Because Jiancha doesn't just serve tea. We offer a moment — a pause where intention meets beauty, and every detail invites presence.

Thank you for becoming part of our journey to share the subtle power of quiet refinement.

— The House of Jiancha

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Brand
Colors

Two primaries anchor the world of Jiancha. Three secondaries breathe and balance.

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Primary

#181818

Primary

#AD9C82

Secondary

#545351

Secondary

#E0DDD3

Secondary

#FFFFFF

Brand
Pillars

Five principles. Five visual patterns. The foundation of every Jiancha decision.

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01 · Pearls

Crafted Elegance

02 · Ribbon

Local Roots, Global Taste

03 · Camelia

Pure Ingredients

04 · Tweed

Unexpected Innovation

05 · JC Icon

Experience-First

Brand
Packaging

Three packaging directions, anchored in one essence. Pearls · Tweed · JC Icon. Every bottle, a chapter.

Option 01

"A Woman Needs Ropes
and Ropes of Pearls."

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Option 02

Where Softness
Meets Strength

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Option 03

Experience
First Approach

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Event &
Cruising

Pop-ups, partnerships, curated experiences. Jiancha appears where moments deserve to be held — extending quiet luxury into hospitality, hotels, cruises, and brand collaborations.

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Staff
Uniform

Uniforms as silent ambassadors. Tailored cashier silhouettes, small black leather belts. Grooming standards that match the cup in hand — Nails, Hair, Lips.

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Store
Design

From local roots to global taste — seven openings across 2025. Bangkok flagship rollout into Melbourne, the first chapter of international.

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Quarter Two · 2025

Siam DiscoveryBangkok · XL Format

The CircleBangkok · M Format

Central EastvilleBangkok · M Format

Quarter Three · 2025

Siam ParagonBangkok · XL Format

Melbourne 1Australia

Quarter Four · 2025

Central LadpraoBangkok · L Format

Sun Tower BKKBangkok · L Format

Shop Design
Guideline

Four formats, one language. From compact pickup counters (S, 21–30 sq.m.) to full ritual spaces (XL, 80+ sq.m.) — every Jiancha store breathes the same air.

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