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Community Aspect Matcha
2025

Community Aspect is a matcha brand built around a simple idea: tea is better shared. The rebrand needed to carry that warmth while feeling premium enough for a ceremonial grade, first harvest product. I wanted it to feel like an invitation to sit down with someone, not a product shouting from a shelf.

This project began with an extensive exploration of the brand's identity and cultural grounding. Central to the visual direction was the flower that grows on the green tea plant, Camellia sinensis. The flower is a quiet nod to the origin of green tea, and it symbolizes growth, care and authenticity. It is gently woven throughout the brand's visual language, acting as the logo mark and appearing across the packaging. At its centre sits a monogram of interlocked C and A inside a rounded five-petal blossom, a gentle, human mark that is easy to recognise at small sizes. It works as a seal on the front of a pouch, a lid on a tin, or an avatar on social media.

For the visual direction and packaging, I opted for a grainy, gaussian blur concoction to represent the grainy nature of matcha powder itself. Soft, out-of-focus shapes drift behind the type like dappled light, and a fine grain runs through every surface, giving the gradients a tactile, almost powdery quality. The palette is a tight family of greens, from deep olive to fresh matcha to a pale, sunlit lemon cream, so the brand looks like the tea at different stages, from leaf to powder to whisked cup.

The typography balances heritage and approachability. The wordmark is set in a tall, condensed serif with softly rounded terminals, which gives it craft and tradition without stiffness. Beneath it, the tagline "bringing people together over matcha" is set in a light, lowercase geometric sans that reads as friendly and conversational, like something said across a table. The same pairing carries onto the packaging, where a large serif MATCHA sits above the quieter details, "Ceremonial Grade." and "First harvest."

The system flexes across the pouch, tin and bag, from the larger 100g format to the compact 30g one, with the logo suite available in green, pale lemon and white so it holds up on any background.

The result is a brand that balances refinement and approachability, rooted in simple rituals and community, and reflecting the calm confidence of green tea itself.

Brand identity and packaging design for Community Aspect.