Ohayo Matcha Co.
Tackling the rise of unauthentic, overly sweetened matcha in stores, I created a fictional brand that restores intention and ritual to the experience. The result: a refined, on-the-go matcha latte for those craving an authentic ohayō (good morning).
I drew inspiration from the rich cultural heritage of matcha, delving into its origins in Japanese tea ceremonies and traditional preparation practices. This foundation guided my creative choices, unlike many mass market options that prioritize convenience over authenticity.
Central to the ritual of preparing matcha is the chawan, the handcrafted ceramic bowl used to prepare and serve matcha. I wanted to incorporate elements of my own ceramic practice into the branding, allowing its tactile, imperfect beauty to help shape the voice and visual identity of the project.
