MATCHA MATCHA is a Toronto-based café specializing in only serving matcha drinks, infused with contemporary flavours. As a cafe by day and bar at night, MATCHA MATCHA seeks to introduce and/or convert consumers towards a delicious alternative to caffeine.

As the sole designer for a matcha café startup, I was responsible for crafting the entire visual identity from the ground up. This included developing a cohesive brand identity and executing it across various platforms and mediums. My contributions involved:

• Brand Identity Creation: Developed the café's full brand identity, including logo, packaging for beverages and merchandise, and apparel design, ensuring a cohesive and recognizable visual language.
  
  

• Marketing & Social Media: Produced marketing posters and curated photo and video content for social media, enhancing the brand’s online presence and driving engagement.
  
  

• Exclusive Influencer Workshops: Designed personalized invitations and organized exclusive matcha tasting workshops for influencers, resulting in significant buzz and contributing to 2-3 hour-long lines during the first-month post-launch.
  
  

• Core Team Collaboration: Evolved from a design role to a core team member, contributing to the strategic launch of the café’s physical space, seamlessly integrating the brand's visual identity into the café’s physical space and customer experience.

This project had the most impactful experience on my growth as a designer. Being directly involved in the physical launch of the cafe allowed me to apply the skills and knowledge I had acquired. From creating packaging dielines and working with Pantone colours to ensure the cups are manufactured to our specifications to designing the "coming soon" window banner (and spending 6 hours in the cold winter to physically remove it) and finding the joy of seeing everyone holding your designs every time they purchase a drink, it was the most rewarding feeling.