Bird and Blend is a well loved independent tea company known for its creative blends and inclusive tea culture. Its matcha range is gaining popularity among Gen Z on social media, yet the design did not stand out on the shelf and appeared less refined compared to its competitors. Inconsistent assets and overly dense information also weakened the brand image of quality. This project reimagines the packaging by strengthening the narrative and creating a cohesive visual system that brings the magic to the forefront.
Brand strategy
Packaging design
UV Printing & Finishing
Motion graphics
Product Photography
Art direction
Bird and Blend's "Magical Matcha Selection Box" had strong product potential, but the packaging didn't deliver on the promise. Flavour cues were unclear, typography felt static, and dense text blocks hurt readability. The green-pink colour clash created legibility issues and unintended associations. On shelf, the pack couldn't compete with other matcha brands, and the visual identity felt disconnected across the outer box and flavour tins.
Bird and Blend's core mission is "spreading happiness through tea," a concept rooted in small, intentional moments of joy. For wellness-focused Gen Z, matcha delivers exactly what they look for in their daily routines. It's naturally occurring amino acid L-theanine promotes calm, sustained focus, while the whisking ritual offers a meditative pause, and the transformation from powder to foam feels like everyday magic. They're ready to invest in brands that make wellness feel both intentional and magical.
I brought the Magical Matcha concept to life through a playful and cohesive visual system. Spiral patterns visualise matcha’s transformation during whisking, while a sans-serif wordmark with a star-tipped ‘i’ adds a magical touch. Each flavour uses its own crystal ball graphic, creating a clear visual cue that strengthens recognition across the range. Sparkling paper and selective gloss introduce soft depth, allowing the spirals and matcha text to catch the light beautifully. The final identity feels magical, consistent and good quality from the box to the tins.