Breaking Down the Logo Design
This project was one of my first times designing a logo, and that brought with it a plethora of challenges to perfect it the way I wanted to. I had reached out to my former professor with the rough drafts below for feedback, and she told me that I had too many shapes inside of shapes, and that when the logo was reduced, they would make it difficult to read. I had to consider the potential of the logo being shrunk in size, so I took the motifs I had really liked from the first draft (the mug and the book latte art) and honed in on refining them. I chose to eliminate the rising steam and brown circle, as they did nothing to add to the concept; the brown circle together with the shade of green also resembled Starbucks too much.
I chose a more free form, line art-inspired style for the design to illustrate the natural flow that occurs when the concepts of matcha and books combine. Additionally, I stuck with a soothing color palette of green and gray tones to reflect the environment, although I adjusted the color palette so that the shade of green for the matcha would be more accurate to the beverage.
Earlier Drafts of the Logo
Menu Options
Matcha Book also includes a menu of delectable pastries and seasonal specials to make for a more exciting experience that is unique every time somebody visits. Most shops would charge extra for alternative milk options, but Matcha Book holds pride in sparing their customers the additional cost, which will especially make customers who can only consume non-dairy products feel more inclusive.
I wanted to approach designing the menu in a way that stayed true to the hybrid of the brand. The products are exclusively matcha-based, but how could the design menu contribute to the book aspect? By using a page-like texture and illustrating a bookmark for the “Table of Contents,” it drove home the aspect of scanning through the page to browse through our choices. A fun, customized menu adds a more interactive element to the experience of ordering.
Merchandise
We welcome customers who believe that our products uplift their spirits to proudly represent us via our merchandise and continue to spread the word of our high-quality goods. From tote bags to cozy sweaters, we aim to continue to contribute to your productivity in your daily life outside of our shop.
