Tradition Matcha

Brand Identity, Art Direction, Packaging Design, Collateral Design

Tradition Matcha is inspired by the long history of Japanese tea ceremonies.
The brand’s aesthetics takes reference from origami shapes and aged tones of woodblock prints.

The logo is represented by a millstone (Aji Stone). In traditional matcha production the millstone is used to grind the dried leaves into powder. This is the final step of the production process leaving us with the rich, umami, vivid green powder.

The premium matcha blend is more refined with a bolder taste.
Artwork on the packaging represents the midnight sky for those in need of an extra caffeine boost to burn the midnight oil.

The dark palette is also a nod to the shade in which Japanese matcha is grown in. Difference in environment is what separates Japanese matcha from it’s Chinese counterpart which is grown in sunlight.

Illustration is a key feature of the brand and serves to portrays the best practices to make the perfect cup of matcha. It is also used to decorate collateral.