Very Matcha — building a matcha tea brand from scratch

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

Project Goal: 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 tea 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, an elegant and sophisticated color palette that reflected matcha’s natural but also luxury nature. 
• Creating a product and packaging that not only stands out visually from typical Matcha packaging but also sets new standards in sustainability. Our innovative design reduces waste and CO2 emissions by approximately 95%.

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.
  

Photography & Art Direction

The photography style of Very Matcha seamlessly blends authenticity with a touch of elegance, creating a harmonious balance between product focus and lifestyle storytelling. The product is at the center, yet it’s subtly and effortlessly integrated into natural, everyday moments, telling a compelling story that feels genuine and relatable. The images exude a lively, unposed quality, capturing a sense of authenticity and groundedness.

The color palette plays a pivotal role: warm, harmonious tones meet soft, earthy hues that emphasize the natural origins of Matcha. Delicate greens, reminiscent of Japanese tea fields, are paired with neutral shades like cream, beige, and gentle gray. This combination creates a timeless elegance that highlights the product without being overly assertive.

The goal is to evoke the atmosphere of a calm, mindful lifestyle where Matcha is a natural part of the routine. Whether placed on a rustic wooden table, in a minimalist kitchen, or a sunlit living room, the photos tell a story that embodies the Very Matcha ethos: stylish, authentic, and sustainable.

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.

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.