TENSU: The Matcha Club

Turning traditional tea culture on its head, I created TENSU: The Matcha Club

My Role:
I served as the Creative Director and Brand Designer for TENSU, overseeing every touchpoint of the brand. From visual identity and packaging to retail experience and tone of voice, I built a cohesive, character-driven universe that resonates deeply with a Gen Z and millennial audience.

Design Thinking:
TENSU was born from the insight that younger consumers crave more than a product, they want to be part of a lifestyle. I approached the brand with a narrative-first strategy, using a bold mascot, irreverent tone, and high-contrast visual system to create instant emotional connection and social media shareability. Every asset from the playful loyalty card to the in-store visuals was designed to feel collectible and culturally aware.

Why It Works:
TENSU breaks from the typical wellness tea aesthetic with a sense of humor and a strong sense of self. The bold typeface, graphic icons, and fashion-forward cat mascot make the brand instantly recognizable and inherently Instagrammable. It doesn’t just sell matcha, it sells identity, and builds a community that come together and haves a sip.