Mukae Matcha
UI Design & Brand Identity
Timeline
February - May 2025
Tools
Adobe Illustrator, Photoshop, & Figma
CONTEXT
About the Project
Mukae Matcha is an independent branding project inspired by my passion for matcha. I developed the brand from the ground up, designing a logo, product packaging, and a website.
THE GAP
The Competition is overwhelming
Many competitor websites felt cluttered and overwhelming, especially for people who were new to matcha. I saw an opportunity to create a cleaner, more welcoming experience that made learning about matcha and shopping for products feel simple and approachable.
COMPETITOR ANALYSIS
I analyzed several popular matcha brands to understand common navigation patterns, product organization, and shopping experiences.
What I learned: I found that most competitors featured clear navigation, educational content for beginners, a variety of matcha products, and detailed product descriptions to help customers make informed decisions. Many also offered starter kits and customer accounts to create a more approachable and convenient shopping experience. These insights helped shape the structure and features of the Mukae website.
The logo depicts a friendly dog carrying a cup of matcha on its head, capturing the warmth and playful spirit of the brand.
LOGO DESIGN
BRAND IDENTITY
Creating a Brand Inspired by Matcha
Mukae was inspired by my passion for matcha and named after my mom's maiden name, Mukaezato. The word, Mukae, means "welcome," reflecting the warm and inviting experience I wanted the brand to create. To communicate that feeling, I developed a visual identity centered around calm colors, clean typography, and simple layouts that make the brand feel approachable and modern.
The green color palette reflects matcha's natural origins while creating a sense of calm and balance. A handwritten script was selected to give the brand a warm and personal feel. It is paired with a clean sans serif typeface that improves readability across the website and packaging while maintaining a modern aesthetic.
PACKAGING DESIGN
Each label includes essential product information: an organic sticker (on three flavors), ingredients, a best before date, distributor details, and simple preparation instructions. The circle graphics are the lid stickers designed for the tops of the matcha cans, helping customers quickly recognize each flavor.
I also included the traditional Okinawan pattern, called “Minsa”. It is a sequence of four and five rectangles. This textile can be seen throughout Okinawa and on my home island of Ishigaki. It represents eternal love. Through this project, I explored how design can be both functional and meaningful, bridging personal experiences with interactive storytelling.
Color Choices:
Ceremonial Matcha: Deep greens represent tradition, richness, and the authentic roots of ceremonial matcha.
Uji Matcha: Warm yellow and mustard tones reflect the bright, uplifting flavor Uji matcha is known for.
Okumidori: Blue and white convey clarity, smoothness, and the refined nature of this single-cultivar blend.
Strawberry Matcha: Pink and green capture the fun, fruity sweetness of strawberry.
With the visual identity established, I designed a website that reflected Mukae's calm and welcoming personality. Guided by my research, I focused on creating a clean interface with intuitive navigation, generous white space, and clear product information to make shopping for matcha feel approachable, especially for first-time customers.
WEBSITE UI
FINAL DESIGNS
Walk through the Final Website
For the final phase of the project, I created a showcase that brought the Mukae Matcha brand to life. I set up a display featuring a laptop that played a looping walkthrough video of the website so classmates could experience the full user flow on their own. I also created real physical cans with stickers. Visitors were able to pick up the cans, interact with the packaging, and get a sense of how the brand would translate into a real product line.
Showcase Table Setup
A look at my display, featuring the looping website walkthrough and branded product prototypes
Cans Display
Mukae Matcha can prototypes displayed at the showcase. Each one features custom sticker labels inspired by the brand (note: photo shows remaining ones).
ART SHOWCASE
CONCLUSION
Reflection & Takeaways
Creating Mukae Matcha gave me the opportunity to build a brand from the ground up. Through research, branding, and interface design, I strengthened my ability to create thoughtful visual experiences that feel both functional and inviting. Here are a few key takeaways from the project:
Good UI starts long before designing screens
Before opening Figma, I spent time researching competitors and thinking about the needs of new matcha drinkers. This process helped me make intentional design decisions rather than relying on personal preference. I learned that understanding users and the market creates a stronger foundation for every visual decision that follows.
Designing for emotion, not just usability
I learned that successful interfaces do more than help users complete tasks, they also create an emotional connection. By using thoughtful color, typography, and spacing, I was able to design an experience that felt calm, welcoming, and aligned with the values behind the Mukae Matcha brand.
Simplicity requires intention
Creating a clean interface was more challenging than adding more features or visuals. Every element needed a purpose, and I learned that removing unnecessary complexity often creates a stronger and more enjoyable user experience.
If you'd like to connect, collaborate, or chat about design, feel free to reach out at rosem9298@outlook.com
Thanks for reading!✨
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