A self-initiated matcha brand exploring ritual, restraint and AI-assisted visual direction
TOKI is a contemporary matcha brand concept built around patience, ritual and the value of taking time.
The project explores how AI can support early-stage brand creation, from mood and packaging exploration to product imagery, campaign visuals and atmosphere. The aim was not to replace design judgment, but to use generative tools to move faster at the start, test visual territories and shape a more complete brand world.
The result is a calm, design-led identity with restrained typography, tactile packaging, soft colour and expressive imagery. A brand world that positions matcha not as something rushed or purely functional, but as a small daily ritual worth slowing down for.
AWARDS
- It’s Nice That
- AIGA
- Fonts In Use
- The Dieline
CONTACT
youremail@yourname.com
646-987-2345
What this project
demonstrates
TOKI was created as a fictional brand concept, so there are no launch metrics or commercial results to claim.
Instead, the project demonstrates how AI can support early-stage brand creation while design judgment shapes the final identity, packaging and campaign direction.
If developed commercially, I would measure whether the brand felt distinctive, premium and clearly separated from more functional wellness brands.
AWARDS
- It’s Nice That
- AIGA
- Fonts In Use
- The Dieline
CONTACT
youremail@yourname.com
646-987-2345