Brand Identity and Packaging for a Ceremonial Matcha Brand
Matcha branding that rejects wellness clichés entirely.
27b developed the full brand identity, packaging, art direction, and CGI for Particular Kind, a ceremonial matcha brand from Japan. The design rejects typical wellness aesthetics, instead emphasizing sculptural precision, controlled lighting, and still-life compositions that elevate the product as an object of ritual.
Insights- 27b frames Particular Kind as “built for ritual rather than routine,” and the whole identity hangs on that positioning.
- The studio explicitly avoided wellness-category defaults, saying: “We went the opposite direction, treating the product with the precision of an object: sculptural packaging, controlled light, still life over lifestyle.”
- The imagery is built digitally — CGI and motion rather than lifestyle photography — which follows from the object-not-ingredient framing; the scope covers branding, art direction, packaging and motion design.
- Particular Kind is a ceremonial matcha brand sourced from Japan, and 27b’s visual language emphasizes precision, refinement, and objecthood over ingredient-led or wellness-led storytelling.
