PROJECT
Branding
ROLE
Research, Branding, Package Design
YEAR
2018
MADMATCHA
ABOUT
Introducing Mad Matcha, a made-up brand of protein drink that caters to athletes and health buffs who require an ideal blend of energy and protein. This product is perfect for busy individuals who need an instant energy boost to last them throughout the day. Matcha, in itself, is already packed with health benefits such as boosting metabolism, fighting inflammation, and containing antioxidants. By combining matcha powder with muscle milk, you get the ultimate fitness drink that is both energizing and healthy. Physically active individuals can use this product for muscle recovery, building, and dieting.
IDENTITY
Mad Matcha gets its name from the immense health benefits that matcha provides both internally and externally. The brand is designed to have an elegant and sophisticated feel with neutral colors and patterns, creating a modern and unique appearance to stand out from the traditional matcha culture that appeals to younger generations. The font Nexa was used, along with customized typography inspired by the organic shape of the matcha leaf, giving the letterforms a meaningful twist that avoids the typical representation of tea leaves used by other tea brands. The design also features a light pattern made from the letterforms of the "M" and visual target points on the packaging labels that tie everything together.
PACKAGING
MadMatcha's packaging is designed with colors and patterns that match each flavor. The product information is presented in custom shapes that align with the brand's visual identity.
One of MadMatcha's products is a jar of pre-mixed matcha powder. To make hot matcha, simply add hot water to the powder. For a chilled matcha, pour the mixture over ice.
MadMatcha provides instant packets, a convenient product for consuming on the go. Each box contains multiple packets.
ENVIRONMENT
MadMatcha is not just available in grocery stores, it is also served in fitness center cafes. The cafe's design is inspired by white spaces and natural textures to mirror the tea leaves used in matcha. It has a modern, vibrant design with pops of color to create an energizing environment. The layout of the space is similar to that of an open coffee bar, allowing customers to observe the process of brewing matcha tea leaves.
PHOTO CREDIT: Dmitrii Tsyrenshchikov / unsplash.com