Our own matcha brand, from idea to a live store

We started with the brand strategy, which sets out who the matcha is for and how the brand talks to them. The visual identity and the packaging grew out of that strategy, so the pack and the store look and sound like one brand. A visual identity sets the look of a brand, from the logo to the colours, and for Midoricha it also had to work on the packaging. Because Midoricha is our own brand, the whole route from the first idea to the finished packaging ran through our own team.

The journal gives the brand a place for longer stories, and it's available in all four languages. The legal pages are in every language too, because customers should be able to read the terms of a purchase in the language they buy in. Each language has its own version of these pages, so a customer never has to switch language to read them.

Midoricha's plan covers SEO (search engine optimisation) and AEO, the work of being found and cited in AI answers, for a brand that sells in four languages. People in different countries search with different words, so each language needs its own research before its pages can be found. The plan sets out how the brand will be found in Google and in AI answers, and it gives the work after the launch a clear direction. You can read how we run branding projects like this on our branding page.