Wonderland Matcha: Brand Identity
brand guidelines | digital & print deliverables
ABOUT THE PROJECT
Wonderland is a full brand identity project for a concept matcha café, built around a romantic, storybook aesthetic inspired by vintage love letters and pressed-paper keepsakes. The project spans a complete brand guidelines deck — logo, typography, color, imagery, and custom motifs — alongside real-world applications including menus, packaging, coffee cup designs, punch cards, and Instagram content, creating a cohesive visual system.
Wonderland is a full brand identity project for a concept matcha café, built around a romantic, storybook aesthetic inspired by vintage love letters and pressed-paper keepsakes. The project spans a complete brand guidelines deck — logo, typography, color, imagery, and custom motifs — alongside real-world applications including menus, packaging, coffee cup designs, punch cards, and Instagram content, creating a cohesive visual system.
BRAND GUIDELINES
PACKAGING
PACKAGING
PACKAGING
SOCIAL MEDIA
SOCIAL MEDIA
SOCIAL MEDIA
PRINT MATERIALS
ROTATING CHARACTER
STAMP CONCEPT:
draws inspiration from the excitement of blind boxes and collectible culture, turning a traditional loyalty program into a fun, rewarding experience :
⟶ Encourages collecting: Earning a special character stamp creates a small sense of anticipation and accomplishment, motivating customers to complete their punch card.
⟶ Keeps the experience fresh: Introducing a new character each month adds novelty and gives returning customers something new to look forward to.
⟶ Creates exclusivity and urgency: Because each character is only available for a limited time, customers may be more motivated to complete their punch card before the month ends to collect a character they love.
⟶ Builds long-term engagement: The changing designs encourage customers to collect multiple characters over time, transforming the punch card into a keepsake rather than something they discard after earning their reward.
PRINT MATERIALS
draws inspiration from the excitement of blind boxes and collectible culture, turning a traditional loyalty program into a fun, rewarding experience.
ROTATING CHARACTER STAMP CONCEPT:
⟶ Encourages collecting: Earning a special character stamp creates a small sense of anticipation and accomplishment, motivating customers to complete their punch card.
⟶ Keeps the experience fresh: Introducing a new character each month adds novelty and gives returning customers something new to look forward to.
⟶ Creates exclusivity and urgency: Because each character is only available for a limited time, customers may be more motivated to complete their punch card before the month ends to collect a character they love.
⟶ Builds long-term engagement: The changing designs encourage customers to collect multiple characters over time, transforming the punch card into a keepsake rather than something they discard after earning their reward.
Wonderland Matcha: Brand Identity
brand guidelines
digital & print deliverables
PRINT MATERIALS
ROTATING CHARACTER
STAMP CONCEPT:
draws inspiration from the excitement of blind boxes and collectible culture, turning a traditional loyalty program into a fun, rewarding experience :
⟶ Encourages collecting: Earning a special character stamp creates a small sense of anticipation and accomplishment, motivating customers to complete their punch card.
⟶ Keeps the experience fresh: Introducing a new character each month adds novelty and gives returning customers something new to look forward to.
⟶ Creates exclusivity and urgency: Because each character is only available for a limited time, customers may be more motivated to complete their punch card before the month ends to collect a character they love.
⟶ Builds long-term engagement: The changing designs encourage customers to collect multiple characters over time, transforming the punch card into a keepsake rather than something they discard after earning their reward.
Wonderland Matcha: Brand Identity
brand guidelines | digital & print deliverables