Matchaful is a NYC-based matcha brand rooted in wellness, ritual, and community. For this speculative rebrand, I explored how their identity could evolve to feel more modern, calming, and digitally engaging while still honoring the artistry of ceremonial tea.

The concept centers on “Modern Rituals”- using soft, tactile visuals and short-form storytelling to make each matcha moment feel like a breath of calm in the city. Through refreshed brand accents and a TikTok-first content strategy, the rebrand highlights Matchaful as not just a café, but a lifestyle rooted in intentionality and design.