Visual identity and packaging for Matcha Yu, a matcha brand that is deeply tied in heritage but moves beyond tradition and positioning the brand as part of modern culture. Reflected through fresh Japanese pop culture inspired visuals represented through colors, graphics, and mascot.

atcha Yu is a matcha powder brand born from a deep passion for matcha. What started as a personal obsession became a hands-on journey, taking its founder to Kyoto, where she personally discovered and partnered with a traditional tea house steeped in generations of Japanese craftsmanship.

Though Matcha Yu is rooted in tradition, the brand consciously pushes beyond it—transforming matcha into something both revered and refreshingly modern. Today, matcha lives not just in quiet ceremonies but in the pulse of pop culture: in city pop music, on konbini shelves, and in the daily rituals of a new, vibrant audience.

This fusion of heritage and modernity is reflected in the brand’s visual identity. Inspired by retro Japanese music culture, playful mascots reminiscent of childhood snacks, with art direction inspired sleek and minimal modern Japanese ads, the design feels both nostalgic and fresh. At the heart of it all is a bunny mascot, embodying the ethereal spirit from East Asian folklore—an ideal symbol for Matcha Yu, meaning “Ethereal Matcha.”

Kayla Insyira, Designer, Art Director
Febian Ramadhana, Photographer