Brand Identity & Logo Design · Food & beverage

Sensei Matcha Brand Identity & Packaging

Brand identity and cylindrical packaging for Maçhà San, Sensei Matcha's premium ceremonial matcha line: a leaf monogram, a dark green and gold system, and a visual world built to move from shelf to screen.

Commissioned client work · Designed by Gul E Lala Khan for Sensei Matcha, a ceremonial matcha brand in the Netherlands

See what brand identity and logo design includes
Case study title slide: the SM leaf monogram, Sensei Matcha, beside brand guideline pages headed Brand Guideline and 05 TypographyProject overview slide: Maçhà San is a premium ceremonial matcha brand for a new generation of health-conscious consumers, client Sensei Maçhà, industry food and beverage, beside a bamboo whisk dripping matchaPremium, fresh, distinctive, in serif capitals on dark green with a splash of matchaTarget audience slide: designed around the modern matcha consumer, health-conscious consumers, young women and wellness audiences, coffee-to-matcha converts, modern lifestyle consumersBrand idea slide: turn an everyday cup into a meaningful ritual, beside the SM monogram and the Sensei Matcha wordmarkMatcha made for modern life: matcha powder and a whisked cup split in a circle, the final identity gives Maçhà San a cohesive visual world from shelf to screenStationery and merchandise set: letterhead, envelope, business cards, phone case, USB drive, mug, keyring, tote bag, lanyard, T-shirt and a Maçhà San gift boxOne identity, every touchpoint: the Maçhà San matcha tin on a plinth with a whisk and bowl, and two cups of matcha latte beside the tinThank you for exploring the Maçhà San brand journey: brand identity, packaging and art direction, beside a bowl of frothed matcha

about this project

Maçhà San is a premium ceremonial matcha brand created for a new generation of health-conscious consumers. The project called for more than a beautiful package. The goal was to develop a distinctive visual identity that could communicate quality, freshness, wellness, and sophistication, while remaining youthful and approachable.

The challenge was to create a brand that could live confidently between two worlds. Maçhà San needed to feel premium without becoming inaccessible, traditional without looking dated, and wellness focused without blending into the increasingly crowded natural food category. The visual identity also needed enough personality to appeal to younger consumers, particularly health-conscious women and coffee drinkers exploring matcha as an alternative daily ritual.

The brand idea: turn an everyday cup into a meaningful ritual. The brand draws inspiration from the calm, craft, and intentionality traditionally associated with matcha, then translates those qualities into a visual language suited to contemporary life.

For Maçhà San, luxury was not communicated through complexity. It was communicated through space, proportion, material feel, hierarchy, and restraint. The dark green foundation creates a sophisticated shelf presence, while gold accents add a controlled sense of premium quality. Natural imagery connects the package back to its ingredient, while carefully organized typography ensures that functionality never competes with the brand experience.

The final identity gives Maçhà San a cohesive visual world that can move naturally from shelf to screen. Traditional in spirit. Modern in expression. Distinctly Maçhà San.