Matcha Habit
A modern brand identity crafted to elevate the daily matcha habit.
Matcha Habit is a cafe inspired by the familiarity of daily routines where matcha becomes part of the everyday. Built around the idea of repetition and routine, the brand encourages customers to turn matcha into a daily habit rather than an occasional drink.
We were brought on to craft a brand identity that captures the slower pace of match preparation and places it within the fast paced modern life. The outcome is a balance of both of these worlds.
Scope
The logotype is clean and minimal, paired with a stamp-like icon that indicates every visit as a task completed. The square acts as a simple tracker for ticking visits off, while the whisk functions as a marker of completion.
The olive green signifies the purity of the matcha, ,while the cream gives a nod to that of a well-used journal page.
The "Build Your Matcha Habit" loyalty card makes the concept literal. It is not just a stamp card, but the brand’s philosophy becomes a part of the customer’s ritual. Come back enough times and the habit is yours.
The identity draws from the tactile world of habit tracking — notebooks, trackers, recipe cards — reframing them as brand touchpoints rather than mere packaging.
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