To many, matcha is now a social media drink, something influencers queue for and consume on camera. Yet historically in Japan, it has always been something you make yourself, a drink defined not by where you get it, but by the act of preparing it. As a result, the playful delight of transforming powder into smooth foam is gradually being overlooked.
The previous design did not fully reflect this experience. This redesign celebrates the joy of creating a small moment of magic for yourself every day, built on a playful, more cohesive visual system that carries this feeling through every detail. At the centre of the identity is the spiral, inspired by the circular motion of whisking, placed at the forefront of the design to embody the very act of preparation. The spiral sets a magical mood throughout while hinting at the moment magic begins to spread. The whisk is reinterpreted not as a mere tool, but as the catalyst through which the consumer becomes the maker of their own magic.
This idea extends to the material. The spiral graphic and typography are printed on shimmering paper with selective gloss, so that as the angle of light shifts, the spiral catches and moves, mirroring the motion of the whisk in material form. The magic on the packaging is not static. It responds, just as the drink does.
Inside the box, recipe instructions previously presented as dense text were redesigned as illustrated guides, making the experience feel accessible and inviting to everyone. With 12 flavours to discover, each tin opens up a new taste to explore, turning every preparation into a new moment of magic.
This project reframes matcha from a trendy green drink into a magical experience you create yourself. A small, magical ritual embedded in everyday life.