YUGEN

Yugen is a modern, high-end tea bar bringing a new kind of ritual to Melbourne. For the launch, I developed a concept built around the idea of experiencing tea, cocktails and dessert like you never have before. A moment where the senses quietly rearrange themselves. We brought that to life through mirrored compositions and upside-down framing, bending reality just enough to echo the feeling of sitting at Yugen's bar. The shoot captured the staff and signature products, and rolled out across PR, web and social.