Challenge: Lets Matcha aimed to create a vibrant and energetic café in Jeddah that speaks directly to Millennials and Gen Z. The challenge was to build a bold, trendy brand that blends fun, spirituality, and social culture while standing out in a crowded café scene. The identity needed to feel Instagram-able, youthful, and expressive, while remaining practical in terms of packaging production costs. Solution: We developed a playful and contemporary brand concept rooted in energy, color, and self-expression. The English naming direction was trendy and catchy, inspired by modern café culture, while the logo was explored through flexible systems using typeface-only and emblem-based options. The visual identity centered around green as the hero color, supported by a curated palette of vibrant alternatives such as pink, purple, and blue. Packaging was designed to be bold, modern, and eye-catching, with controlled color usage to ensure cost-efficient production across cups and other touchpoints. Result: Lets Matcha launched as a fun, social, and visually striking destination for young audiences in Jeddah. The strong color-driven identity and trendy packaging enhanced brand recognition, encouraged social sharing, and positioned the café as a go-to spot for matcha lovers looking for a cool, energetic hangout experience.‍