CREATIVE BRIEF
Find zen anywhere, sip matcha everywhere. Zencha is your go-to, on-the-go matcha for anywhere and everywhere. With a mission that is as refreshing as our matcha, we are committed to making matcha sustainable, affordable, and approachable. We have carefully crafted our packaging and sourcing to reduce waste and cost, so you can savor the calm, authentic taste of our matcha without breaking the bank or harming the environment. For this project, I worked in collaboration with designer Lauren Tarnoff.
MARKET RESEARCH
As passionate users of matcha, we knew we wanted to establish a matcha company with a purpose-driven mission. Extensive market research revealed that consumers were dissatisfied with the high costs and perceived complexity of matcha preparation. The target demographic for matcha, especially single serving matcha, was seen to be Millennials and Generation Z, so we decided to position the brand in response to the information I discovered.
BRAND POSITIONING
Confronting the concern of affordability for consumers presented a significant hurdle: how to reduce the shelf price without compromising the quality of our matcha. The solution was to utilize cheap yet sustainable materials—bamboo boxes, aluminum jars, and glassine paper packets—to allow for most of the production cost to go to the importation of the matcha.
We approached the issue of complexity by incorporating explanatory content and instructions into the packaging design. Utilizing both visuals and written guidance, we ensured a user-friendly experience for our consumers. Furthermore, Zencha offers an approach that focuses on simplifying matcha preparation through pre-measured single servings tailored to the on-the-go lifestyle of modern consumers.
