Cha Cha Matcha emerged at a pivotal cultural moment, helping transform matcha from a niche wellness ingredient into a lifestyle movement. As one of the first truly Instagram-era brands, their cafés and products quickly became fixtures in downtown New York and across social media. To stand out in a crowded market, the brand needed an identity that felt playful, expressive, and instantly recognizable.

Manufactur partnered with the Cha Cha Matcha founders to build the brand world from the ground up. We developed a bold visual identity inspired by Latin jazz album art, minimalist Scandinavian design, and the energy of New York City—breaking away from the muted, traditional aesthetics common in the category. The system was designed to feel both culturally relevant and timeless.

Our work spanned logo design, packaging systems, custom illustration, iconography, and in-store collateral—creating a cohesive, immersive brand experience across every touchpoint. The packaging and visual language were intentionally designed to photograph beautifully, encouraging organic social sharing and helping the brand thrive in an emerging Instagram-driven retail landscape.

The result was a brand that didn’t just sell matcha—it helped define a moment. Cha Cha Matcha became a tastemaker favorite, a social media phenomenon, and a pioneer in bringing matcha culture to the mainstream through a fully realized, culturally resonant brand world.