Just Matcha

A bold, culture-first matcha brand built around community, calm rituals, and visual simplicity. “Just Matcha” turns everyday sipping into a slow, intentional experience with a strong, modern identity.

Food & Beverage

2024

The direction leans into minimal yet expressive branding—where typography does the talking and color builds emotion. Inspired by natural matcha tones, the palette stays grounded in rich greens and soft neutrals, creating a sense of calm and authenticity. The visual language balances playfulness and clarity: chunky, friendly type paired with organic textures and a clean layout system. The idea was to make the brand feel less like a product and more like a lifestyle—inviting, social, and quietly confident.

# **Logo design**

# **Packaging design**

# **Menu design**

# **Creative direction.**

The project covered end-to-end brand development, shaping “Just Matcha” into a cohesive and experience-driven identity. I designed a bold, memorable logo system that feels approachable yet distinctive, built to work seamlessly across physical and digital touchpoints. The packaging was developed to reflect the brand’s minimal yet expressive personality—clean layouts, strong typography, and a color system rooted in natural matcha tones, ensuring both shelf impact and consistency.

Alongside this, I designed the menu system with a clear visual hierarchy, making it easy to navigate while maintaining the brand’s playful and modern tone. Beyond individual assets, I led the overall creative direction—defining the visual language, typography style, color palette, and brand applications across signage, merchandise, and in-store experience. Every touchpoint was crafted to feel intentional, cohesive, and aligned with the brand’s core idea of slow, mindful sipping and community-driven culture.