‘Everyjoy. Everyday.’ Mail Matcha’s name whisks together a double entendre, named for the Korean word Mae-il (‘everyday’), and the brand’s direct to consumer strategy.

Postal carriers have historically marked mailboxes with a code of coloured stickers that serve as notes, warnings or reminders for other carriers. Mail transforms them into a playful visual strategy elevated by a modern monospace font influenced by typewriters, and a stable grid to communicate the quality and craft of the product. 

Discussed from initial concept meetings was a seriousness about quality, but innate unseriousness about how we can choose to enjoy the things we love. Mail is ‘unceremonious’ matcha; enjoyment without the ritual, any time, exactly the way you like it. Mail’s voice balances the joy of modern matcha, a little irreverence, and its historical craft with an air of lightness, while respecting the intentionality of its direct line to skilled producers.

We sought out a toothy-textured FSC certified label stock to signal the luxury product through tactility. For the container, food-grade Tin-plated steel was selected for its infinite recyclability. Its raw appearance reflects the organic nature of the matcha on shelf.