The Korea Tea Culture Association is an organization that teaches, inherits, and communicates the Korean tea culture through serving and drinking tea using traditional manners and etiquette. The branding project was designed with the aim of attracting several generations. The logo is composed of Korean characters with a Chinese letter ‘cha’ at the center, which imprints a mark of identity. The whole design concept was inspired by traditional Korean patterns and architectures: The adornment of appliquéd table cloths, wooden composites of sliding partitions, and the hieroglyphs based on Chinese characters.