Matcha has had many moments. Hot. Iced. Soft-serve. Decorated with flowers. Blended, bottled, branded to death. But if you had told me in 2018—mid-sip at Cha Cha Matcha—that matcha would one day become a liquor, I don’t know if I would have believed it.
And yet, here we are.
Saint-Urbain approached this new entrant into the matcha universe with intention, drawing inspiration from the ritual of matcha drinking and Japanese heritage without slipping into the expected or the clichéd. In a market saturated with “zen” tropes and overused visual shorthand, the challenge was clear: create something that feels grounded in tradition, yet unmistakably modern and bold enough to stand apart on shelf.
The design does exactly that. Soft, modern curves and a system of secondary icons bring the ritual to life, referencing the circular motion of whisking matcha into a smooth, frothy consistency. These swirls are translated with a contemporary sensibility, creating movement and rhythm while establishing a clear visual hierarchy. The approachable, modern wordmark and swirl icon strike a thoughtful balance on the front of the bottle.
Of course, the liquid itself plays a starring role. The vivid green of the matcha liquor contrasts sharply against the black-and-white label system, allowing the product to quite literally speak for itself. It’s confident without being loud and graphic without being precious.
Even beyond the bottle, the brand world holds together nicely. The cartons are treated with the same care as the primary packaging, supported by distinctive taglines and high-flash photography that reinforce the product’s modern edge. Nothing feels incidental; every touchpoint is considered.
Overall, this is a fresh and unexpected take on an ever-evolving matcha experience—one that respects ritual, avoids nostalgia traps, and confidently ushers matcha into an entirely new category.
CREDITS
BRAND IDENTITY, PACKAGING, COPYWRITING & MOTION: SAINT-URBAIN
FONTS IN USE: PP Nikkei by Pangram Pangram, HAL Repost Mono by HAL Foundry
The post Redefining Matcha: Inside Saint-Urbain’s Vision for Yoshi appeared first on PRINT Magazine.