Matcha is all the rage. With the growing focus on health, matcha, perceived as an unprocessed superfood, has become an icon of clean eating culture.
Matcha is being embraced as a "ritual" drink for calm focus. Instead of coffee to keep you awake or alcohol to get you high, a cup of matcha to set the rhythm of your day has become your new daily companion.
In the midst of this, a number of matcha-themed brands have emerged, some of which are growing to challenge Starbucks.
In this article, we'll take a look at some of the most beautifully designed brands on the topic of matcha, and how their design and strategy are driving this 'matcha craze'.
Ippodo Tea Co. is a Japanese tea brand steeped in tradition, founded in Kyoto, Japan in 1717. It has been making green tea for over 300 years. The company started out as Omiya (大宮) and was given the name Ippodo (一保堂) in 1846, which means "the house that preserves the tradition of one".
We primarily use tea leaves grown in Kyoto and neighboring areas. To ensure that each product maintains its own unique flavor and aroma, even as the climate and yields change from year to year, our master blender combines different tea leaves and tailors the blend. The main products include Matcha, Gyokuro, Sencha, and Bancha, with the seasonal Shinsengo (新茶) products being particularly popular.
The long history is expressed in a graphic language that is uniquely Japanese. The calligraphic horizontal writing emphasizes the depth of Japanese tradition dating back to the Edo period, and the brand name "一保堂" is engraved in the form of a traditional seal, giving it a sense of authenticity and craftsmanship.
The package design uses a light gold color to create a luxurious and calming atmosphere. It also utilizes geometric patterns that have been used by Japanese families, making it visually clear that the product is made in Japan. Tradition and elegance are revealed in an understated way.
The illustrations and animations on the homepage are also very attractive. The scenes of characters dressed in different costumes from the Edo period to modern times walking to and from the storefront give the impression of a timeless journey. The scenes are drawn with free-flowing, hand-drawn lines that convey a lively and warm emotion.
In particular, the animation on the official website emphasizes the "handmade" aspect, evoking a scene of people from different eras sharing matcha together in a dream. It conveys the brand's traditional and modern sensibilities in a sensual and static way.
UKIYO is a matcha brand that started in London in 2018. After noticing that matcha brands often have a health food or organic store style, we wanted to create a brand that was more visually appealing and appealed to a health-conscious and trendy consumer base.
The brand name "UKIYO" is derived from the Japanese word "浮世 / 浮き世", which literally means "floating world" or "temporarily floating world", and conveys the feeling of enjoying the moment and living in the present.
Initially sold in Selfridges department stores, the company went beyond just selling matcha powder to become a lifestyle brand, bringing together matcha consumption culture, design, and experiential value. Matcha quality, packaging design, and branding visuals were important pillars of the brand, emphasizing visual aesthetics and consumer experience. Unfortunately, it is not currently believed to be in operation.
UKIYO went beyond the typical green and white format to design a visual identity with sensual color blocks, typography, and a distinctive impression. The paper that wraps the tin case is subtly reflective of traditional Japanese sensibilities, with brush strokes, traditional Japanese patterns, and textures inspired by woodblock print styles.
The typography, with its emphasis on circles and straight lines, is reminiscent of traditional Japanese architecture. The inner spaces of the U and O have a different curvature than the outer lines, which creates a natural variation in stroke. A completely geometric typography could easily come across as a tech-centric company, but these details add a human touch. The horizontal line of the Y reminds me of the Japanese currency symbol ¥.
Blank Street is a coffee and beverage brand launched in 2020 by two founders, Vinay Menda and Issam Freiha, in Williamsburg, Brooklyn, New York. They started out as a small coffee cart and wanted to redefine the "daily ritual." They sell a variety of beverages, with matcha-based beverages being an important part of that.
The company strives to provide a "clean + design-forward experience" at customer touchpoints, including interiors, beverage design, packaging, app, and pickup system, and promises to "pay above-market wages to baristas," emphasizing local sourcing and a clean aesthetic.
Today, Blank Street operates stores in several cities in the US (New York, Boston, Washington DC, etc.) and the UK (London, Manchester, Edinburgh, Glasgow, etc.), and the business is growing rapidly in size and brand recognition.
Blank Street's symbol, the square, is an element inspired by the window of the coffee cart where the brand first started. It's not just a shape, it's a reminder of the brand's beginnings and identity, and like the name "Blank," it's also a metaphor for white space and blankness. It's a symbol of our determination to never lose sight of our roots.
The brand identity is composed of understated tones throughout. A color palette with low brightness and saturation, typography with little variation, and refined graphic elements combine to give the brand a calm and steady look. Overall, it conveys a sense of relaxation and lightheartedness.
The graphic system itself is neat and orderly, creating a generic impression and directly reflecting the brand's identity. The drink images and portraits, on the other hand, are more sensual and photographic in contrast. The composition focuses on the design of the drink and the visitor enjoying it, rather than the brand itself. By doing so, the brand strikes a good balance between an understated identity and a lively experience.
Super Matcha is an organic matcha brand that started in 2017 based in Seoul, South Korea. The brand aims to provide a healthy alternative to the excessive caffeine consumption that has become the norm in the modern world, by offering a natural, unadulterated matcha tea. With organic farming methods, minimal processing, and no artificial additives, the brand's products focus on taste, efficacy, and sustainability.
As the brand evolves, we're expanding our product lineup beyond just drinking matcha as a tea to include matcha lattes, desserts, merchandise, and matcha rolls. The brand is also attempting to convey matcha culture (flavor, preparation, etiquette, etc.) through its stores and online channels. Super Matcha is not just a brand that consumes a product, but a lifestyle brand that brings together health, ritual, sustainability, and aesthetics.
It relentlessly uses green and black lettering over and over again. Rather than simply replicating them, the graphic uses them to great effect. The vibrant green color of the matcha draws the eye in strongly, and the bold, tall black text creates a sense of weight. It gives the experience of reading the brand name without unnecessary explanation.
The bold typography gives the package a personality, even if it's made of materials that could be considered lightweight. The layout is reminiscent of something you'd see in modern art or fine design. The contrast in font size between the various visual elements also emphasizes the big letters SUPER and MATCHA.
Branding for '12', a premium matcha tea brand. Located at 54 Bond Street in NoHo, New York, it encompasses wellness, fashion, and design. The brand's matcha is grown in Uji, Japan and developed in collaboration with tea master Haruhide Morita. Dr. Christopher Ross of Cornell University was responsible for filtration techniques to maximize flavor and nutritional content, and chef Francisco Migoya, formerly of the Ferran Adria team, was responsible for developing new recipes. The tasting table, made of green marble from the Volvik volcano in France, was designed by Parisian architecture studio Ciguë.
The brand name "12" has astronomical and spiritual symbolism, and is inspired by the brainwave frequency of focus and calm, 12 Hz. A name that's hard to decipher creates a sense of mystery and curiosity.
The green gradient used throughout 12's visual identity is reminiscent of matcha powder, naturally evoking its texture and aroma. It's not just a color, but an important element that visually communicates the sensory qualities of the brand's core product, the matcha beverage.
The graphics applied to the packaging maintain a consistent visual grammar, while softening the distinction between the products through a simplified variation of the layout. This works to give each product its own personality without compromising the overall order and unity of the brand.
In addition, 12's logo mark sits somewhere between a calligraphic style that looks like handwriting and modern typography. It strikes a balance between traditional and modern sensibilities, visually representing the brand's refined aesthetic.
In terms of color, instead of the typical green and white combination of matcha, the brand uses soft grays to convey a calm and refined impression. Throughout, the attention to detail and sensual textural expressions establish 12's identity as a premium brand offering a luxurious matcha experience.
Now that health is hip, so is the visual language of matcha. Brands are using their own personalities and identities to tell the story of hip health. Matcha, by its very nature, is far from a 'spicy' flavor, so there are limits to the freedom of expression.
But within these limitations, brands have found their own aesthetic, with some drawing on their deep roots for a neo-noir sensibility, while others have added modern, understated visuals for a contemporary feel.
In the future, "self-care" will become more than just a trend, it will become a way of life. Health is no longer a bitter taste to be tolerated, it's becoming a true sweetness for me. We can't wait to see more brands that express this beautifully healthy flavor.
