Website, Instagram, and Creative Direction for Matcha Brand

Mind&Leaf had already developed a strong brand identity: feminine, playful, and designed for the modern matcha-obsessed “it girl.” However, the brand was preparing to launch without any original photography or video assets.

The challenge was not simply to design a website without imagery. It was to establish how the brand should come to life visually, determine which types of content each section of the website required, and create a clear creative direction that could guide the eventual photography and videography.

I designed the website using a combination of carefully curated high-end stock photography, visual inspiration, and temporary imagery to map out the complete customer experience before the brand’s photoshoot took place.

Rather than allowing the lack of original photography to delay the project, I created a cohesive visual world that demonstrated how Mind&Leaf should look and feel online. The website then became a creative blueprint, with each section identifying exactly what the brand needed to capture from product-focused imagery and matcha preparation moments to feminine lifestyle content and playful, social-first video.

The core goal was to translate the existing branding into a digital experience that felt trendy, approachable, and aspirational while giving the photographer and videographer a clear roadmap for content production.

Website Design: Created a complete e-commerce experience using Rhode as inspiration that brought Mind&Leaf’s feminine, trend-driven identity to life through playful layouts, editorial references, engaging product storytelling, and a balance of lifestyle and educational content.

Stock Photography Curation: Sourced and curated high-end stock photography that complemented Mind&Leaf’s existing branding and allowed the website to feel polished and launch-ready despite the initial lack of original assets.

Content Direction: Used the website layout to determine what photography and video assets were needed for every section. This transformed the site into a practical shot list, showing the creative team exactly where each image or video would live and how it would support the customer journey.

Photography and Videography Planning: Defined a mix of product imagery, matcha-making content, ingredient details, social lifestyle moments, and short-form video concepts so the final assets would feel intentional rather than disconnected.

Social Media Graphics: Designed supporting graphics for social media that extended the visual identity beyond the website and gave the brand polished, launch-ready content alongside its developing photography library.

A complete website that gave Mind&Leaf a clear and elevated digital identity before original photography was available.

A cohesive collection of website and social media graphics that positioned Mind&Leaf as a lifestyle-led matcha brand rather than simply another wellness product.

By designing the website before the photography existed, Mind&Leaf was able to reverse the traditional creative process. Instead of capturing content first and later determining where it might fit, every photo and video could be planned with a specific purpose.

Through strategic website design, premium stock curation, and clear content direction, the brand was able to launch with a polished digital presence while building a custom visual library designed around its actual marketing needs.