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Virginia Liu

MFA in Graphic Design - 2 Yr Path — Graduate Graphic Design
Course:
Graduate Studio 4
Faculty:
Gerardo Herrera
Term:
2025 Spring

Eiju Matcha

A multi-sensory café concept translating the Japanese tea ceremony into a contemporary urban experience of calm.

Process:

Inspired by the principles of wa, kei, sei, jaku — harmony, respect, purity, and tranquility — Eiju Matcha invites city dwellers to slow down. The design combines muted natural tones, tactile materials, and biophilic elements to evoke a meditative atmosphere. Every brand touchpoint, from the packaging to the interior, carries the rhythm of stillness — transforming a drink into a daily ritual of renewal.

Project Website:
https://www.virginiaxliu.com/eijumatcha
Tags:
Branding,
Identity Design,
Packaging,
Photography
Tea ceremony tools reimagined for the modern pace of life.
Moments of pause framed through color, material, and motion.
The dark exterior is a subtle invitation. Inside, find a sanctuary of deep relaxation where the pace of the city fades away.
Inspired by the healing power of nature, the dark, minimalist space utilizes biophilic design and muted tones to foster a concise sanctuary of calm amidst the city.
Tea packaging featuring the Sado typeface, uniting Eiju Matcha’s visual identity through form, texture, and calming typography.
Japanese rice bag–inspired packaging for Eiju Matcha’s tea blends — a fusion of craft, materiality, and ritual.