Client: Orumi (Specialty Matcha & Tea)

Deliverables: Brand Identity, Packaging Suite, 3D Cinematic Renders, Custom Liquid Typography

Industry: Cpg, Beverage, Wellness

Most matcha and specialty tea brands lean heavily on predictable visual tropes—standard leaf vectors, minimalist green-and-white layouts, and sterile corporate aesthetics. While clean, these designs lack emotional resonance. Orumi wanted to break away from this generic mold to build an identity that felt grounded, calm, and deeply personal.

The brand narrative began with a simple, nostalgic brief: the feeling of waking up to quiet mornings, distant bird calls, and crisp air before the rush of a busy city.

Instead of copying what was already on the shelf, the creative direction drew inspiration from nature's organic irregularities and morning tranquility. The core visual anchor centers around a custom-crafted bird and branch motif integrated smoothly into fluid typography, bridging organic storytelling with modern, high-end packaging.

Custom Typography: Designed distinct, flowing letterforms that evoke fluidity and calm, moving away from rigid geometric fonts.

Packaging Suite: Developed a versatile system across ready-to-drink (RTD) aluminum cans (Daily Matcha, Vanilla Oat, and Yuzu Matcha variants), retail boxes, and pouches.

Texture & Tone: Utilized rich, dark forest greens paired with vibrant, warm brand yellow and tactile organic line art to give the product shelf-presence without losing its organic soul.

An elevated, story-driven identity that transforms an everyday beverage ritual into a moment of pause, proving that stepping away from category clichés creates a stronger, more memorable brand connection.