Matchaya

Design: Fable
Location: Singapore
Project Type: Produced
Client: Matchaya
Product Launch Location: Global
Packaging Contents: Green Tea
Packaging Substrate / Materials: Metal and Paper
Printing Process: Offset printing

Matchaya started out as a tiny dessert space years ago in downtown Singapore. With their hugely popular matcha soft-serves, amongst other desserts and drinks, they had expanded to two outlets – one with a seating for up to 10, and another a takeaway kiosk.

Gradually gaining a cult following amongst matcha fans and lifestyle chasers in both locals and travellers alike, it was time for Matchaya to move into Phase 2.0 – brand consolidation and expansion.

At the end of 2018, we were approached to rebrand Matchaya. The intent was to consolidate all operations in both booths into a large concept store. The space would be almost three times the original size, serving up hot food and a wider range of items from a newly-expanded menu that stemmed from years of R&D.

This called for a redesign of the logo, identity, tone of voice, spatial experience, and as well as brand elements.

Innately modern Japanese with a traditional twist, the new Matchaya presents itself an established yet progressive tea house. 

The new identity for Matchaya takes inspiration from the notion of a Japanese monshō (紋章), a decorative and identity for Japanese individuals or families. Embedded within the key monshō of Matchaya, is the word “茶” (tea), synonymous with Matchaya’s Japanese name “抹茶屋” (House of Tea).

With the new direction of a progressive tea house, Matchaya also developed their signature whisking station, where beverages are freshly whisked upon every order. Seasonal items are also regularly pushed out, with fusion notes and consistent R&D to ensure their menu is always evolving, always experimental.

We also art directed the photography sessions for their new menu and marketing collaterals.