Joy Matcha Co.

Project Type: Branding

The design challenge for this project was to create as elegant, modern brand identity that is both inviting and timeless. The target audience includes individuals 21 and older who appreciate tradition and sustainable living. Joy Matcha is commited to environmental responsibility, offering a product that honours the ritual of matcha and respects the earth and it’s resources. By blending tradition with modern values, we pull from the legacy of matcha’s status during the Kamakura Shogun era, when it was eserved for the elite, as a way to elevate its modern-day presence with mindful accessibility. The result is a brand that embodies quiet luxury, cultural significance, and environmental integrity. 

Sustainability

The brand is committed to environmentally conscious practices, ensuring that every sip of matcha contributes to the well-being of the planet.

Luxury

The matcha reflects the exclusivity associated with the Kamakura Shogun era, offering a premium experience to the consumer.

In the Japanese matcha tea ceremony, there is deep respect for the art and tradition of each step. From preparing the tools to whisking the matcha, every movement flows with harmony, creating a gentle rhythm that connects the host, guest, and space. The ceremony carries a quiet tranquility, inviting those present to slow down and be fully immersed in the moment. Through its mindful pace and intentional gestures, the tea ceremony becomes a form of purification, calming the mind in a peaceful, almost meditative way.