Super Matcha has collaborated with Workroom Press to rebrand. Super Matcha is a brand that has become engraved in people's minds through its sophisticated font and persistent repetition of the intense color green.

Super Matcha did not see any problems with the existing brand identity, so they decided to improve the weaknesses of the font. It is said that it took a whole year just to refine the existing logo. They also released improvement process notes that contained traces of their efforts.

The value pursued by Super Matcha is defined as SUPER, and the products or services that convey the value are defined as MATCHA. Products or services that will constantly change in various environments while maintaining the unchanging SUPER are applied as SUPER MATCHA and SUPER YUZA.

You can see traces of the careful consideration put into how to incorporate the wordmark into the various packages of Super Matcha. Rather than displaying the wordmark in its entirety at the same time, SUPER and MATCHA are expressed separately. Even without directly expressing the 'green energy' contained in the slogan graphically, the color green seems to radiate energy.

The wordmark is more powerful and solid than before. The width and space inside the letters have been narrowed to make them look thicker. The horizontal strokes have been thinned compared to the vertical strokes, making them look taller. The S and C, which used to be loosely shaped, have horizontal stroke ends and are now the same height as the other letters. The curves should usually be slightly larger than the other letters to give them a similar visual feel, but they are expressed as a solid rectangle, so they do not feel awkward.

More and Sources

• https://www.instagram.com/supermatcha.official/