a DJ’s matcha

a DJ’s matcha · Brand Identity

A DJ's Matcha establishes a distinct brand identity that bridges the gap between traditional food production and contemporary nightlife culture. The project encompasses a full visual system, from agricultural photography set in vast tea fields to product-focused imagery captured in moody, neon-lit bar settings. By utilising analogue film techniques and natural light, the visual narrative shifts between candid lifestyle moments by the pool and urban documentary-style street photography. The design framework was developed through a collaboration between LOTIPA and ImaginaryFriend, with creative direction provided by Brown and Doyle. The visual language is anchored by bold, minimalist typography, as seen in the custom packaging design for their matcha powder and bottled beverage line. Additional creative contributions include graphic design and AI direction by Alex Monteiro, with motion elements produced by Lukas Martins and Ax Leandro.