In this design case study, I will delve into the process of creating a brand identity for "But First, Matcha," a concept that playfully challenges the traditional "But First, Coffee" mantra.

The goal was to develop a brand that not only captures the essence of matcha as a healthy and energizing alternative but also resonates with a modern, conscious consumer.

By exploring the unique qualities of matcha and its target audience, I aimed to craft a visual language that is both inviting and distinctive.