The story:
Enjoy vibrant matcha lattes, refreshing iced teas, specialty La Colombe coffee, and house-made treats at Moka Matcha.
In the vibrant heart of New York, Moka Matcha emerged as a brand with a vision to transform the matcha experience into something fresh and contemporary. Collaborating as a Senior Graphic Designer for HF Brands & Markets, my role was crucial in turning this vision into visual realities that not only captured the pure essence of matcha but also resonated with a diverse and sophisticated audience.
The challenge:
The main challenge was maintaining a visual consistency that was in perfect harmony with Moka Matcha’s branding while injecting creativity into every aspect of the graphic design.
This encompassed everything from creating menus for points of sale to developing marketing campaigns for seasonal promotions and signage at the openings of new stalls in highly competitive markets. Each change of season brought an additional challenge of renewing the brand image without losing its identity, especially during key launches for the autumn and Christmas seasons. Additionally, the need to swiftly adapt to market trends and consumer preferences required a flexible yet strategic approach to visual communication. It was imperative to ensure that each piece of visual content not only stood out but also stayed true to the brand’s core values and message.
The solution:
My strategy was to fully immerse myself in the brand to ensure that each design faithfully reflected the philosophy of Moka Matcha.
I worked closely with the marketing team to thoroughly understand the goals of each campaign and transform those needs into impactful visual solutions. I designed menus and information boards that served not only to inform but also to enhance the customer experience.
For the seasonal campaigns, I developed visual concepts that captured the essence of each season, using color palettes and motifs that evoked sensations of warmth in autumn and festivity at Christmas. This meticulous attention to detail ensured that every touchpoint was an opportunity to reinforce the brand’s presence and connect with customers on a deeper level. The integration of creative elements such as custom illustrations and unique typographic treatments helped to create a memorable brand experience that distinguished Moka Matcha in a crowded marketplace.
The opening of the new Moka Matcha stall at Lexington Market presented a unique set of challenges and opportunities. This location was crucial as it represented the brand’s entry into a historically significant market, known for its diverse food culture and high foot traffic. The objective was to make a strong visual impact from day one, ensuring that Moka Matcha stood out among the many established vendors.
To achieve this, I led the design and execution of a comprehensive branding suite tailored specifically for the Lexington Market stall. This included the creation of distinctive signage that aligned with the architectural and cultural vibes of the area, as well as promotional materials that highlighted the uniqueness of Moka Matcha’s offerings.
We also developed a launch campaign that included eye-catching posters and digital displays that I designed to draw in the market’s diverse audience. These materials not only informed potential customers about the new location but also conveyed the craft and care behind Moka Matcha’s products, reinforcing the brand’s message of quality and creativity with every sip and bite.
Special attention was given to the way the brand would interact with the environment, ensuring that it both complemented and enhanced the historical character of the market.
The careful planning and bespoke visual strategy for the Lexington Market launch significantly boosted the brand’s visibility and appeal, setting a solid foundation for its success in a new and vibrant setting.
