Very Matcha — building a matcha tea brand from scratch

Very Matcha - Premium Organic Matcha Powder

CI, website (UX/UI), packaging, illustrations, 2019
Role: Owner, creative direction, design, illustration.

Building a Matcha Tea Brand from the Ground Up.

In 2019 Very Matcha was born—a premium matcha tea brand blending tradition with modern design aesthetics. The brand was conceptualized and created with a focus on offering high-quality, organic Japanese matcha while introducing a fresh perspective to tea culture.

Brand Identity & Creative Direction

As the Owner and Creative Director, I was responsible for shaping the vision and identity of Very Matcha. The goal was to build a brand that resonated with both seasoned tea enthusiasts and newcomers to matcha culture. This involved:

  • Crafting a brand narrative that emphasized sustainability, authenticity, and mindfulness.
  • Designing a visual identity rooted in minimalism, with clean lines and a vibrant color palette that reflected matcha’s natural tones.

Website (UX/UI Design)

The website served as the brand’s primary touchpoint for engaging with customers. I developed the UX/UI design to provide an intuitive and seamless shopping experience:

  • Designing a clean, modern layout with a focus on usability and mobile responsiveness.
  • Incorporating custom illustrations and animations to make the digital experience more engaging.
  • Highlighting the educational aspect of matcha, with guides on its preparation and health benefits.

Packaging Design

The packaging was designed to stand out while maintaining a connection to matcha’s Japanese heritage. Key elements included:

  • Sleek, eco-conscious packaging made with ultra-thin materials to minimize waste.
  • Hand-drawn illustrations inspired by traditional Japanese art, adding a personal touch to the product.
  • A bold yet refined typography system, ensuring shelf appeal and instant brand recognition.

Illustrations

Illustrations played a central role in the brand’s visual storytelling. They were used across:

  • Packaging to create a tactile, memorable unboxing experience.
  • The website and social media to communicate matcha’s journey from tea farms in Japan to the customer’s cup.

My Role

As the project’s driving force, I combined strategic vision with hands-on execution:

  • Creative Direction: Ensured every touchpoint of the brand—digital, physical, and visual—aligned with its core values.
  • Design & Illustration: Personally crafted the packaging design, illustrations, and digital assets.
  • Owner: Oversaw every aspect of the brand’s development, from concept to launch, ensuring consistency across all channels.

Outcome

Very Matcha became more than just a tea brand; it established a lifestyle centered around quality, sustainability, and mindfulness. By combining tradition with a modern design approach, we successfully introduced matcha to a wider audience in a way that felt fresh, approachable, and impactful.