Matchaya started out as a tiny dessert space years ago in downtown Singapore. With their hugely popular matcha soft-serves, amongst other desserts and drinks, they had expanded to two outlets—one with a seating for up to 10, and another a takeaway kiosk.

Gradually gaining a cult following amongst matcha fans and lifestyle chasers in both locals and travellers alike, it was time for Matchaya to move into Phase 2.0—brand consolidation and expansion.

At the end of 2018, we were approached to rebrand Matchaya. The intent was to consolidate all operations in both booths into a larger concept store. The space would be almost three times the original size, serving up hot food and a wider range of items from a newly-expanded menu that stemmed from years of R&D.

This called for a redesign of the logo, identity, tone of voice, spatial experience, and as well as brand elements.

Innately modern Japanese with a traditional twist, the new Matchaya presents itself an established yet Progressive Tea Bar. The new identity for Matchaya takes inspiration from the notion of a Japanese monshō (紋章), a decorative and identity for Japanese individuals or families. Embedded within the key monshō of Matchaya, is the word “茶” (tea), synonymous with Matchaya’s Japanese name “抹茶屋” (House of Tea).

With the new direction of a Progressive Tea Bar, Matchaya also developed their signature tea bar, where artisanal matcha and tea are freshly whisked / dripped upon order. Seasonal items are also regularly pushed out, with fusion notes and consistent R&D to ensure their products are constantly evolving, always innovative.

With a passion for authenticity and an SG Passion Made Possible brand, Matchaya has successfully created a unique tea experience that combines traditional Japanese practices with contemporary flair. After our rebrand in 2019, they have gone strength to strength, expanding locally and regionally. Our work continues with them as they enter the retail market.

Their newly launched tea boxes showcase a delightful selection that highlights premium ingredients sourced directly from Japan. The colour palette mirrors the natural tones of the ingredients, providing a visually appealing representation of each unique blend.

The plethora of flavours also further includes two mixed variety boxes: the Straight Series and the Fusion Series. The illustrations of tranquil mountainscapes and natural terrains seek to evoke a memorable and calming experience when enjoying tea. The colours are inspired by the hues of sunrise and sunset, positing that tea drinking is an activity to energise one’s day or help unwind after a busy schedule.