Matsu is a rebellious matcha brand grounded in Japanese heritage and reimagined for a new generation.

Born between Tokyo and Los Angeles, Matsu transforms matcha with bold flavors, striking visuals, and a playful sense of humor. It’s made for the culturally curious, the visually driven, and caffeine-powered creatives who want their rituals to feel fresh, vibrant, and ready to go.

This project presents a full visual identity system for Matsu, from logo and packaging to mascot design, print collateral, and billboard campaigns, crafted to stand out on shelves, in your hand, and across digital spaces.

Matsu thrives on contrast: tradition meets disruption, ritual meets spontaneity, calm meets chaos. Each design choice explores this duality, respecting matcha’s roots while pushing it into a lively, global context that feels both authentic and unexpected.

The packaging system is designed to be instantly recognizable. Bright neon greens dominate the cans, acting as a bold visual anchor, while flavor variations are expressed through vibrant accent colors like citrus yellow, deep teal, and punchy red. Subtle wave patterns nod to traditional Japanese motifs, adding texture and cultural depth without overwhelming the modern aesthetic.

At the center of the brand is a geisha–whisk hybrid mascot that blends cultural symbolism with playful abstraction. Minimal, expressive, and slightly offbeat, the character brings personality to every touchpoint, from cans to business cards, making the brand feel approachable, memorable, and distinctly its own.

Typography is clean and contemporary with subtle references to Japanese letterforms, balancing readability with character.

Matsu doesn’t just sell matcha.
It creates a visual and cultural experience that feels refreshing, expressive, and impossible to ignore.