The Brush Behind the Characters
When redesigning the packaging for our Matcha Series, Yui (結), Kochi (東風), and Ura (麗), we faced a simple but important question:
What font could truly represent the spirit of these teas?
Rather than selecting a digital typeface, we chose to return to a traditional art form deeply rooted in Japanese culture: calligraphy. To bring these characters to life, we commissioned Master Calligrapher Yoshiyasu Fujii to write the kanji by hand. These brush-written characters were later digitized and incorporated into the final packaging design.
Calligraphy carries a depth and individuality that no digital font can replicate. Each stroke reflects the movement of the hand, the rhythm of the brush, and the experience of the person writing it. For us, it felt like the most meaningful way to represent the character of these teas.
To better understand the process and the philosophy behind the work, we also had the opportunity to personally interview Fujii-sensei while documenting the calligraphy session.
Calligraphy in Japanese Culture
Calligraphy, known in Japan as shodō (書道), literally means “the way of writing.” In Japan, it is considered a traditional art form that brings together skill, discipline, and personal expression.
For centuries, calligraphy has been closely connected to Japanese culture. It has been used in poetry, literature, and painting, and has long been considered a way to cultivate both skill and character.
Each brushstroke reveals something about the person who wrote it. The speed, pressure, and balance of the strokes reflect years of training and practice. Because of this, calligraphy is often viewed as a reflection of the writer themselves.
Meet Master Calligrapher Yoshiyasu Fujii
Master Calligrapher Yoshiyasu Fujii was born in Fukuoka, Japan in 1963 and began studying calligraphy at the age of five. He later attended Daito Bunka University in Tokyo, an institution well known for its calligraphy education, where he studied under Master Calligrapher Shumpo Akashi.
Fujii-sensei has received numerous honors throughout his career, including top awards at the Mainichi Calligraphy Competition, Japan’s oldest and most prestigious calligraphy exhibition. In 2013, he also became the first judge residing outside Japan to serve on the Mainichi Calligraphy Competition panel.
Today, Fujii-sensei is one of the few calligraphy instructors in the United States licensed by Japan’s Ministry of Education, Culture, Sports, Science and Technology. He also founded Meito Shodokai (明藤書道会) in Washington State and continues to serve as its president. In addition to teaching, he has collaborated on a wide range of projects, from traditional calligraphy works to creative collaborations with fashion, music, and even video game productions.
Despite this diverse body of work, his dedication remains rooted in preserving and sharing the traditions of Japanese calligraphy.
A Childhood Beginning
During our interview, Fujii-sensei shared that his journey into calligraphy began in a surprisingly simple way.
When he was in first grade, a teacher suggested to his mother that his handwriting could use improvement and recommended enrolling him in a calligraphy class. His mother decided to join the class with him, and the two began practicing together.
Fujii-sensei remembers looking forward to the small moments after class, such as stopping at the supermarket with his mother to buy ice cream. These simple memories became part of the reason he continued practicing.
At the time, he did not consider himself particularly talented. However, he enjoyed writing and continued practicing through school. Eventually he began entering competitions, gaining confidence as his work improved.
Years later, after his mother passed away, he discovered that she had carefully saved the calligraphy pieces he created as a teenager. The discovery left a lasting impression on him.
Meeting His Teacher
Fujii-sensei’s path toward becoming a professional calligrapher was shaped by his mentor, Shumpo Akashi.
While studying at university, Fujii-sensei noticed that many respected professors displayed completed works but rarely demonstrated their writing process. One day, a dormitory supervisor introduced him to Akashi-sensei.
The moment he saw Akashi-sensei writing left a deep impression.
Even though it was still early spring and cold, Akashi-sensei stood there in light clothing, slightly sweating as he wrote. With a Chinese poem in front of him, he brushed out characters one after another with an ease that felt completely natural.
Watching this scene, Fujii-sensei immediately felt something was different.
Akashi-sensei would often write the same character in multiple variations for his students, demonstrating the possibilities of movement and form. Fujii-sensei described the experience as almost like watching a fashion show of characters.
What stayed with him most was the feeling in Akashi-sensei’s writing. Compared with the works of other teachers, his characters carried a softness and warmth that felt uniquely gentle.
Inspired by this approach, he decided to pursue calligraphy seriously and became Akashi-sensei’s student.
The Philosophy of Calligraphy
Through years of training, Fujii-sensei developed his own philosophy about calligraphy.
One of the most important elements, he explained, is repetition. Practicing dozens of characters each day allows the movements to become natural over time.
When writing, he tries not to overthink each stroke. Instead, he focuses on letting the brush move naturally, guided by years of experience.
He also emphasized the importance of tools.
In calligraphy, the brush, ink, and paper all influence the final result. Paper quality can vary greatly from year to year, something Fujii-sensei compared to wine. Even brushes made from the same type of animal hair can differ depending on how the animal was raised.
For beginners, he actually recommends using high-quality brushes rather than inexpensive ones. A good brush helps support the movement of the hand and makes learning easier.
Writing the Characters for Sugimoto Tea
For the packaging of our Matcha Series tea, Yui (結), Kochi (東風), and Ura (麗), Fujii-sensei wrote multiple versions of each character using traditional brush and ink.
Each version carries subtle differences in rhythm and expression. Some strokes appear stronger and more dynamic, while others feel softer and more flowing.
During the writing session, we documented the process through photography and video, capturing the movement of the brush and the atmosphere of the moment. From the many variations Fujii-sensei created, we carefully selected the characters that best reflected the feeling we wanted each tea to convey.
The chosen works were then digitized and incorporated into the final packaging design, transforming a brushstroke on paper into the characters that now appear on the package.
Organic Ceremonial Matcha Yui (結)
Tradition in Modern Design
At Sugimoto Tea, we believe tea is connected to many forms of craftsmanship, from farming and tea production to traditional arts.
By working with a calligrapher rather than relying on a digital typeface, we wanted the packaging to reflect the same craftsmanship that goes into the tea itself.
The characters printed on the package come from years of practice, tradition, and the movement of a brush guided by an artist’s hand.
Closing
Tea in Japan has long been connected with many art forms, including ceramics, calligraphy, and other crafts that developed alongside tea culture.
Through this collaboration with Master Calligrapher Yoshiyasu Fujii, we were reminded that even something as simple as the characters on a package can carry a deeper story.
Behind the names Yui, Kochi, and Ura in the new packaging are brushstrokes that first gave the characters their form.