WABI TEA

Founder: Suzanna Lee
Website: www.wabitea.com.au
Socials: @wabi_tea

Born from the idea of reshaping the traditional tea ceremony as a modern personal practice, Wabi Tea birthed an Australian matcha inspired by the art of Japanese tea. Each blend is created to bring ritual into the everyday, inviting a slower, more intentional pace.

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  Wabi Tea is a premium matcha brand built around the art of slowing down. More than a considered selection of green teas and wares, it embodies The Wabi Way, a guiding philosophy that celebrates simplicity, imperfection and intention.

  The name draws from the Japanese expression wabi, originating from washibi, a 15th-century term describing the humble solitude of living close to nature. What was once seen as a lack became recognised as a form of quiet richness, finding beauty and contentment in restraint. This philosophy informed every part of the brand identity, shaping a world that feels calm, grounded and reflective.

  Inspired by the tactile rituals of matcha, we reinterpreted the traditional tea ceremony into a modern ritual. Clay became the foundation of the palette, referencing the chawan, hand-thrown bowls central to matcha preparation, and anchoring the brand in craft and authenticity. The logo and illustrations take cues from Japanese minimalism, using balance and negative space to express the three pillars of Wabi Tea: origin, tea and ware.

  Each label pairs generous spacing and understated typography with a textured cotton stock, creating a tactile experience that mirrors the brand’s pace and purpose. Designed to feel both elevated and grounded, the packaging stands out on crowded shelves yet sits quietly at home on the kitchen bench.

  The result is a brand that honours tradition while introducing a modern rhythm to the ritual of tea, one that feels slow, spacious and quietly confident, much like the philosophy it’s named for.