WABI TEA
Founder: Suzanna Lee
Website: www.wabitea.com.au
Socials: @wabi_tea
Wabi Tea brings the ritual of matcha into everyday life, creating space to slow down and find richness in simplicity.
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Entering a growing matcha market, Wabi needed to feel premium and distinctive in a category where many brands were beginning to look the same. The identity also had to work across retail and online, stand out on crowded shelves and expand consistently across a growing product range. We built the brand by drawing on the Japanese philosophy of wabi-sabi to create a world shaped by simplicity, imperfection and intention. Clay became the foundation of the palette, referencing the hand-thrown chawan used in matcha preparation, while spacious layouts, understated typography and textured cotton labels brought a sense of craft and calm to the packaging.
The finished identity gave Wabi a clear point of difference across both shelf and digital environments, supported a consistent multi-product rollout and gave the founder a stronger platform to approach premium stockists. Customers also frequently cited the packaging as one of the reasons they chose to purchase.
