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 project included a full system: branding, art direction, packaging design, motion design, and CGI, with imagery built digitally rather than through lifestyle photography.
- 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.
- The case page lists six internal contributors — Flavien Guilbaud, Clémence Guillemot, Benjamin Tessier, Anoukia Perrey, Lyall Coburn, and Oscar Pico — but gives no roles, typeface, or performance metrics.
