When a product is as vibrant and bright as matcha, it makes sense to let its beauty shine through. Hello Matcha, an ice cream and coffee shop located in Mexico, has branding by Mexico-based agency Toro Pinto that allows the bright green to steal the show. In countries such as Mexico, the rabbit is good luck, so you'll find the lucky rabbit spurring good fortune throughout this branding. The effectiveness of the matcha green paired with coral-y pink and cream is a sweet treat for our eyes.
One of the most important staples in Japanese culture is the tree plant, camellia sinensis. Some of these plants are handled by human hands in order to make them produce higher concentrations of antioxidants. These grinded plants become matcha, the base product of the ice cream and coffee shop located in Mexico, Hello Matcha.
There is a Japanese legend where a rabbit sacrifices itself to help a wanderer get to his destination and in return, his figure was placed on the surface of the moon. The rabbit is seen as the highest expression of selflessness. In other countries, such as Mexico, this animal is often associated with good luck and fortune. We combined this symbolic figure with the green essence of matcha, a constant reminder of the far east.
We developed a brand system where the elements found inside the rabbit ́s body are representations of utensils and objects related to the world of tea culture. The tattoo trace is a reference to the traditional Japanese art that symbolizes protection and spirituality since their emergence.
Design: Lilian Navarro / Mario Hgno. B.
Naming & Copywriting: Olga Villegas / Karen Vizcarra
Photography: Fredy "el gato" Morfín