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Brand identity and voice system for a matcha brand

Tencha is a matcha drink brand whose bubbly identity has to hold a ceremonial, heritage side and a playful, drink-shop side in one voice

Industry

Specialty Tea and Beverage

Service

Brand Identity Design, Packaging Design, Art Direction

Timeline

07 Days

Name

Tencha - matcha drink brand

Project Overview

Tencha is a matcha drink and tea brand selling ceremonial grade matcha powder in tins and pouches alongside iced and hot matcha drinks served in branded cups. The brand speaks to a buyer who wants matcha to feel like a daily ritual rather than a novelty drink-shop order. itcroc built the wordmark and leaf mark, the two-tone green color system, a tagline template used across every surface, and the packaging and campaign photography that carries the range from a 30 g tin to a bus shelter poster.

The Challenge

Matcha drink brands split into two audiences that rarely share a shelf. One reads ceremonial grade, single origin, and a chawan and bamboo whisk as proof of real tea craft. The other wants a bubbly wordmark and specialty drinks and bites copy that reads like a boba shop. Tencha’s own artwork runs both registers at once, a hand poured tea ceremony photograph sits beside Specialty Matcha Drinks Bites Good Vibes flyer copy, and the identity has to hold that split without either side reading as the wrong brand. The verbal system adds a second constraint: at least eight tagline variants appear across the supplied material, and none has repeated often enough to become the one line a customer remembers.

Project Goals

  • Choose one tagline as the primary line and hold it on every cup and poster, since Good Matcha Better Days, Slow Days Better Matcha, Small Leaves Bigger Days, and Matcha People Brighter Days currently compete for the same job.
  • Keep the ceremonial photography, the chawan, the bamboo whisk, the matcha powder close-ups,since that is the only proof on the page that the tea itself is the real product, not the cup art.
  • Hold the leaf mark identical everywhere it appears, on the loyalty stamp, the awning end cap, and the wordmark itself, so it reads as one owned symbol rather than a repeated stock icon.
  • Confirm the Born in Tokyo claim on the to-go cup before it ships, since it is the only origin claim and the only use of pink in the entire system.
  • Decide whether Pure Leaf Matcha is one tin flavor or the brand’s general subline, since the supplied art uses it both ways.

The Solution

A wordmark built for a cup, not a page
The Tencha wordmark is set in a rounded, bubble-lettered hand style with a soft T and a looping, dotless lowercase run. That roundness is what lets it sit on a curved paper cup, a tin lid, and a canvas awning without looking cut off or squeezed. The letters were drawn to wrap.

A two-leaf sprout as the one owned symbol
A simple two-blade sprout sits above the wordmark and stands alone as a loyalty stamp, an awning end cap, and a lid tag. It is the only non-lettering mark in the system, and it is what a customer can recognize from across a room before the wordmark is legible.

Green inverted, never a third color
The palette runs one deep forest green and one warm cream, and every application simply swaps which one is the ground and which one is the type. A single pink sticker, Born in Tokyo, breaks that rule once, on one cup.

A tagline template instead of one fixed line
Every surface closes with a short line built from the same shape: an attribute, a noun, a comparative, then Days or Tomorrow. Good Matcha Better Days. Small Leaves Bigger Days. Slow Days Better Matcha. The template is the recurring device. It has not yet produced the one line that repeats enough to become the brand’s fixed tagline.

Ceremony photography as the credibility layer
Chawan bowls, a bamboo whisk, loose matcha powder, and a hand mid-pour appear across the tins and the posters. This is the material that argues the brand knows real matcha, sitting next to the more playful cup and campaign work.

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Contact Information

Email:

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Phone:

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