Disrupt the shelf
Heavy shapes and high contrast make the identity feel closer to streetwear and music culture than traditional tea packaging.
MatchaMojo
Tradition, remixed with a little attitude.
A high-energy identity that moves matcha away from quiet wellness codes and into a young, social and urban world.
A fresh visual language for a familiar green ritual.
Make matcha feel less ceremonial and more like a culture people want to join.
Matcha Mojo was created to demystify matcha culture for a younger urban audience. The brand keeps the product’s unmistakable green character, then replaces category restraint with humor, volume and movement.
The result is a flexible identity built for the full café journey: discovery, ordering, packaging, carrying and sharing.
- Context
- Independent brand concept
- Role
- Naming, logo and art direction
- Disciplines
- Branding · Packaging · Point of sale
- Audience
- Young, social and urban consumers
Zen is not the brief.
“Cool people drink matcha.”
Invite, don’t lecture
Short lines and friendly characters turn unfamiliar rituals into something approachable, humorous and social.
Build a world
A compact set of repeatable assets scales from a tiny sticker to a full storefront without losing recognition.
Bold enough to hold its own against the color.
The compact custom letterforms feel dense, friendly and instantly visible. A two-line lockup gives the name the presence of a poster headline.
A neutral sans-serif supports the expressive display voice, keeping short messages and functional information clean.
Acid matcha#B4E82E
After dark#0B0D09
Oat paper#F4F2E8
Mojo pink#F080A5
From identity to encounterThe name gets attention.
The name gets attention.
The characters invite you in.
Follow the balance between heavy lettering, simple drawings and a recognizable takeaway object.
01 / Recognition
A compact, confident headline.
The dense two-line name establishes the first level of the identity. Its strong silhouette can lead a composition before smaller information enters.
Next: a lighter drawing style balances that weight.
02 / Graphic language
Personality comes from the product.
Cups, leaves, utensils and pastries become a small cast of characters. Their simple lines soften the wordmark and offer reusable elements for different formats.
The hierarchy: name first, character second, short supporting message third.
03 / Application
Recognition travels with the order.
The cup brings together the name, product color and illustration. The available surface changes, but the order of information stays easy to recognize.
Look for: a stable hierarchy carried from the identity board into packaging.
Original identity assets and an original application mockup. These studies show a brand concept; they do not represent a commissioned café launch.
Small drawings give the system its human pulse.
The illustrated world grows from the product itself: a whisk, a leaf, an iced drink, pastries and cups with quiet personalities.
The intentionally simple line work softens the heavy wordmark and creates assets that can be cropped, repeated or turned into patterns.
- Product-led, not decorative
- Recognizable at sticker scale
- Flexible as icons, patterns or characters
One system, ready for every order.
The hierarchy stays stable across formats: wordmark first, character second, short brand voice third. Color inversion creates variety without fragmenting the family.
The identity leaves the cup and enters the street.
Campaign posters, windows and merchandise create one continuous brand moment: visible from a distance, rewarding up close and easy to recognize in motion.
Readable across distance, format and mood.
The storefront proves that the system does not depend on a single hero image. Logo, icons and palette can move independently, then reunite as one recognizable environment.
StickerCupToteWindowCampaign
A ritual can feel new without losing what makes it distinct.
Matcha Mojo demonstrates how naming, verbal identity, custom typography and illustration can work as one system rather than as separate decorative layers.
What the project demonstrates
- Positioning a product against familiar category conventions
- Building recognition with a compact but flexible asset library
- Designing consistently across packaging, merchandise and space
- Balancing expressive art direction with practical hierarchy
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