Responses by Karolina Król, founder, Karolina Król Studio.
Background: Yin Matcha is a brand of premium shade-grown matcha with deep earthiness and a robust, refreshing essence for fans of superior, ceremonial-grade Japanese matcha of the highest quality. The brand provides a complex, layered taste experience in three varieties: pure classic green matcha, a zesty citrus blend complemented by bright acidity and subtle sweetness, and a sweet berry blend with a harmonious mix of natural berry flavors. The goal of this project was to create a clean, modern and elegant brand identity and packaging designs that reflect the high-end, complex and layered taste experience achieved through Yin’s shade-grown tea cultivation and meticulous processes.
Design thinking: For this project, I started by placing the concept of shade and darkness at the center of the entire brand concept. This came from Yin’s shade-grown cultivation method as well as from the meaning of the brand name. In the ancient philosophy of the opposite forces of yin and yang, yin is inherently linked to the concept of darkness. Using this idea as my main inspiration, the creative direction for all brand identity elements and packaging design concepts started to revolve around dark shades; natural colors; misty textures; and a high-end, organic feel.
Challenges: Interpreting the inspiration of shade and darkness in a way that didn’t seem too cold or gloomy. Instead, I wanted it to represent the warm, elegant and high-end qualities of the brand. To achieve that, I paired each product with an image of a tea leaf branch—minimalist in form yet dynamic in shape. The color palette is natural, dark and moody while still feeling warm and approachable. The illustrations are subtle, misty and organic to reflect the special method of cultivation; at the same time, they provide a stylish, modern look with an elegant feel and easily differentiate each flavor.
Favorite details: How the natural look provided by the illustrations combines with the simple, chic fonts to emphasize the modern yet natural qualities of the product. This juxtaposition of the raw and natural with the clean and minimalistic results in a product range that is delicate and subtle, showing that there can be a lot of beauty hidden in the shade.
Visual influences: The main visual influences came from the ingredients themselves—green tea leaves that are so delicate yet provide such complex flavors. The amazing visuals of misty mountains of Japan that, thanks to the centuries-old tea-growing tradition, are renowned for producing some of Japan’s best matcha. And the Japanese design style grounded in simplicity and connection to nature, featuring clean lines; natural color palettes; and a calm, minimalist and organic feel.
Specific project demands: One of the most important elements of the project was sustainability. Fortunately, creating branding and packaging design solutions that are ecofriendly is exactly what I love doing most. I feel very fortunate that the sustainable qualities of my work seem to attract similarly minded people, and being on the same page with the client is something that always makes the work easier. I personally believe that sustainability is the best way forward—both for us as individuals and for our businesses—and I’m very happy when I get to work with people who share the same values.
I love designing for sustainable brands and working the concept of “reduce, reuse and recycle” into a design system. I always try to develop packaging that is made using ecofriendly packaging materials and environmentally friendly methods of printing with vegetable or soy-based inks. I also always try to think of ways to design reusable packaging that, while being more ecofriendly, extends the brand experience and gives the audience something more. Being able to do that makes the work deeper, more personal and so much more fulfilling.
Browse Projects
