Yin Matcha is a brand of premium shade-grown matcha with deep earthiness and a robust, refreshing essence. The brand provides a complex and layered taste experience in three flavour versions – pure classic green matcha, a zesty citrus blend complemented by bright acidity and subtle sweetness, and a sweet berry blend with a harmonious mix of natural berry flavours. The goal of this project was to create a clean, modern and elegant brand identity and packaging designs that reflect the high-end, complex and layered taste experience achieved thanks to the shade-grown tea cultivation and meticulous processes.
The main creative idea in this project started from putting the shade-grown tea cultivation method in the centre of the entire brand concept. This gave rise to the creative direction for all brand identity elements and packaging design concepts which started to revolve around dark shades, natural colours, misty textures, and a high-end, organic feel. The focus is on a minimalistic interpretation of a simple, natural ingredient in the heart of the brand, that, when grown in shade, can develop unique taste and provide a beverage of the highest quality. Therefore, each product was paired with an image of a tea leaf branch – minimalist in form, yet dynamic in shape. The colour palette is natural, dark and moody. The illustrations are subtle, misty and organic to reflect the special method of cultivation, while at the same time providing a stylish, modern look with an elegant feel, and allowing to easily differentiate each flavour. This natural look was combined with simple, chic fonts to emphasise the organic, minimalistic and premium qualities of the products. This product range is delicate and soft-spoken, subtle and elegant – showing that there can be a lot of beauty hidden in the shade.