Tsuru Nyōbō
/ Crane wife

FIRST HARVEST MATCHA

Inspired by the Japanese folktale Tsuru Nyōbō (also known as Tsuru no Ongaeshi) meaning Crane Wife. In this story a man rescues an injured crane. Later, he marries a woman who weaves the most beautiful cloth on one condition: he must never watch her at the loom. When he breaks his promise, he discovers that his wife is the crane he rescued, weaving with her own feathers. Once seen, she flies away.

Crane Wife is a conceptual campaign for a high-grade traditional matcha brand rooted in tradition.

Creative direction · AI imagery