Matcha: Grounds for Concern
A publication investigating food tourism and the global matcha shortage.
Scope: Publication Design + Illustration
Industry: Food and Beverage
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Attract an audience of matcha lovers to learn about the global impacts of its spike in popularity.
As a matcha lover myself, I wanted to start a nuanced conversation about overconsumption. I reject the false dichotomy of all-or-nothing consumption; it’s great to like matcha, but all things require moderation.
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This book was created for people who enjoy matcha, but care about responsible consumption.
It attracts the eye with elegant artwork and materials, then introduces the deeper subject within the copy.
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My strategy attracts the viewer with appealing, elegant imagery that subtly deteriorates throughout the work.
As the attractive appearance gives way to darker themes of disappearance, I mirror the reality of trends leading to food shortages.
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Through both my choice of materials and the graphics printed on them, I developed a system that would accomplish two key goals:
Visually convey a slow disappearance, to mirror the global matcha shortage.
Embody the tranquility and purity associated with matcha in traditional Japanese tea ceremonies.
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I interpreted the keywords “disappearance” and “tranquility” into qualities like opacity and softness.
To convey this, I printed section dividers on transparent acetate with a grainy, matte finish.
Added naturalism comes from linen-textured paper and a custom, deckled edge.
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To communicate information in a more digestible way, and to provide visual rest, I added three information graphics throughout the publication. Each one is accompanied by a digital version, accessible via QR code.
Future developments for this project will include AR projection mapping, allowing a user to see the page come to life.
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The matcha shortage comes largely as a result of demand exceeding supply. Another factor, however, is climate change.
I reflect this in a transitional color palette that changes from lush greens to fiery, warm yellows to represent heat and burning.
