Overhead of a pale ceramic bowl filled with freshly whisked matcha, the surface a deep saturated green shading into shadow

Matcha and Tea

Atiya Tea, 2026

A modern tea ritual, priced like one.

Atiya reimagines the ritual of matcha through a refined, minimal identity. Balance, craftsmanship and intentional simplicity, down to the tin.

Client
Atiya
Year
2026
Sector
Café and beverage
Scope
Identity, packaging, art direction
A bamboo chasen stood upright on a cream ground, its tines fanning out from the carved base, the photograph the Atiya symbol is drawn from
The mark

Born from the bamboo whisk.
The logo reflects it.

Five tines spreading from one carved base, drawn at the moment the whisk opens. That is the only moment in the ritual where the tool changes shape.

3 curves · 24 anchors · 1 gesture

The Atiya symbol and wordmark pressed into a bed of sifted matcha powder, the debossed edges catching a low raking light
The colour system

Ground stone, bright green.

Six colours and no more. Two greens, one warm brown for the bamboo, two near-whites and a single near-black. A café brand lives on printed cups, so every extra tint is one more thing a supplier can get wrong.

A close bed of wet green leaves lit from behind, water beading along the blades
A tall glass of iced matcha layered over milk with a glass straw, on a black table
Tea poured from a clay pot into a small cup on a wooden tea tray, in warm lamplight
Hazel Green
#6B814A
Mule Fawn
#844F2D
Woodland
#4B5131
Ceramic
#FCFFF6
Rangoon Green
#1C1C1C
Scotch Mist
#FEFAE0
Avoraty type specimen card: the name set large in the display serif above the full upper and lower case alphabet and figures, floating over a glass of iced matcha
Dark green panel with the brand line set oversized and cropped by the frame: the ground stone bright green, the essence that carries stillness into motion
Typeface

Avoraty, and nothing beside it.

One display serif does the wordmark, the menu, the tin and the price board. A second face would be a second decision every time somebody writes a sign.

The ground stone bright green, the essence that carries stillness into motion.

From the Atiya brand book

A sanctuary in a cup. Matcha crafted for clarity and calm.

Atiya brings the ritual of matcha into modern life, offering serenity, balance, and indulgence in every refined sip.

Two Atiya tins, one upright and one leaning, standing on a mound of loose matcha powder with a long measuring spoon
Packaging

The thing they keep.

  • Cream body, brushed gold lid, no varnish
  • Symbol above wordmark, always centred
  • One line of copy on the face, never two
  • Ceremonial grade, thirty grams
Two Atiya matcha tins side by side on a plain white ground, lids on, showing the front label
Two Atiya tins stacked on a mound of matcha powder, the gold lids catching the light
The Atiya wordmark centred on a swirled field of pale matcha foam, captioned minimal impression and matcha and tea
Poster composition: a glass of iced matcha on a pale ground under the Atiya wordmark, with the line every cup begins with exceptional matcha
A hand holding a clear cup of iced matcha with the Atiya wordmark on the side, against a plain wall

Pure matcha, with nothing unnecessary.

The campaign

Held, carried, drunk from.

Shot in real hands in real daylight, not on a seamless. It is the difference between premium in a deck and premium on a table outside.

A woman holding a cup of matcha up beside her face, the Atiya whisk symbol printed on the cup
A woman drinking iced matcha through a straw from an Atiya branded cup, shot close in daylight
A woman holding an Atiya cup above her head with both hands, laughing, on a cream ground
A woman in a polka-dot shirt with a headband, drinking iced matcha through a straw from an Atiya cup
Overhead of an iced matcha in a glass with a glass straw, resting on a soft green fabric
A woman holding a cup of matcha up beside her face, the Atiya whisk symbol printed on the cup
A woman drinking iced matcha through a straw from an Atiya branded cup, shot close in daylight
A woman holding an Atiya cup above her head with both hands, laughing, on a cream ground
A woman in a polka-dot shirt with a headband, drinking iced matcha through a straw from an Atiya cup
Overhead of an iced matcha in a glass with a glass straw, resting on a soft green fabric
Overhead of a black tea bowl with a bamboo whisk resting in whisked matcha
The Atiya symbol and wordmark in white over the frothed surface of an iced matcha
A tall glass of matcha layered over milk with a straw, on a plain pale ground
The ritual

Two grams. Sixty millilitres. A W.

The method is on the tin, on the card and in the feed, unchanged. The consistency of the instruction is part of what is being sold.

Ingredients

2 g ceremonial matcha · 60 ml hot water

Method
  1. 01Sift the matcha into a bowl.
  2. 02Add the hot water.
  3. 03Whisk in a "W" motion until smooth and frothy.
  4. 04Enjoy immediately.
Social

Three cards, one grammar.

Symbol top left, name beside it, picture takes the rest. Recipe, customer, product: a stranger scrolling past four posts in a week sees one brand rather than four.

Atiya
A soft-focus glass of iced matcha, used as the ground for the brewing method card
Ingredients
  • 2 g ceremonial matcha
  • 60 ml hot water
Method
  • Sift the matcha into a bowl.
  • Add the hot water.
  • Whisk in a "W" motion until smooth and frothy.
  • Enjoy immediately.
Atiya
A woman on a street holding an Atiya cup of iced matcha, tattooed arm, white vest
Atiya
A woman in a grey dress holding a ribbed glass of matcha latte with a glass straw
A bamboo whisk lifted out of matcha, thick green tea running off the tines and drawing a single thread down the frame

Every cup begins with exceptional matcha.

Identity, packaging and art direction, 2026

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