Cha Cha Matcha Rebranding

Upgrade the identity while preserving the brand’s essence—transforming it into a cleaner, culturally rooted, and playfully engaging design.

Brand
Cha Cha Matcha is a matcha-based café with locations in New York and California. The brand emphasizes matcha as both energizing and healthy.

Problem
The current visual identity feels inconsistent, relying on vibrant gradients, palm trees, and hot pink tones that have little connection to matcha itself. The palette also skews toward a feminine aesthetic, potentially discouraging a broader audience.

Idea
The redesign introduces an earth-toned palette that reflects the natural origins and culture of matcha. Organic shapes convey softness and movement, while the logo combines a rising sun (C) over mountains (M)—symbolizing both energy and heritage. Cup designs use magnified line details from the “M,” suggesting fluidity and flow. The mountain form evolves into abstract, blob-like shapes, applied across posters as if drinks had spilled—linking identity, motion, and materiality in a playful yet grounded way.