Matcha Club
Service
Brand Identity Design
Industry
Lifestyle / Specialty beverage
Role
Brand Designer
Live Project
Overview
Matcha Club is a lifestyle brand built around the ritual and culture of matcha. The goal was to create a visual identity that blends heritage-inspired illustration with contemporary lifestyle branding, appealing to a younger audience that values craft, slow rituals, and aesthetic products.
The brand combines retro poster aesthetics, bold typography, and tactile print textures, creating an identity that feels collectible, nostalgic, and modern at the same time.
The visual system was designed to work across merchandise, packaging, editorial posters, and social media, making the brand feel more like a cultural club than a beverage product.
Goals
Create a brand that positions matcha as a modern lifestyle ritual, not just a drink
Feels distinct from typical minimalist tea brands
Works across merchandise and physical products
Builds community appeal through collectible visuals
Deliverables
Primary logo
Display typography system
Illustration set
Poster designs
Apparel graphics
Brand color system
Art direction guidelines
Results
Within the first campaign phase:
3.2k organic social shares of the merchandise graphics
1,500 limited t-shirts sold in first drop
2 café partnerships using the brand identity in-store
