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Fable
N/AJune 14, 2020
Mindsparkle Mag
Fable designed Matchaya. At the end of 2018, we were approached to rebrand Matchaya. The intent was to consolidate all operations in both booths into a large 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.
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).
Creator: Fable
