Saint-Urbain Designs New Motorcycle-Themed Matcha Brand

Editor January 13, 2025 Categories: Food

Saint-Urbain Designs New Motorcycle-Themed Matcha Brand

Creative agency Saint-Urbain has developed the branding, design, and packaging for a new Japanese green tea venture called “Motorcycle Matcha”.

The concept stems from the vision of Gaston Becherano, whose motorcycle adventures across Japan led him to collaborate with three multi-generational farming families, each producing matcha in small batches using traditional methods.

The brand’s identity therefore takes a “narrative-driven approach” that aims to blend “the serene purity of Japanese design with the rugged, adventurous aesthetics of motorcycle culture”.

This concept is further encapsulated in the tagline: “We travel Japan by motorcycle on a quest to find the most extraordinary matcha”.

The designers also say they intentionally moved away from traditional leaf imagery and green colour schemes to distinguish the brand in what is reportedly a very saturated market.

“Drawing inspiration from vintage Japanese motorcycle advertisements and the journeys that define the brand, the design merges mechanical precision with the serene purity of tea,” they explain.

Adding: “Motorcycle Matcha challenges traditional matcha branding by shifting the focus from tea leaves and green palettes to the narrative of discovery. The packaging acts as a visual journal of the founder’s travels, connecting consumers not just to the product, but to the artisans and landscapes behind it.”