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A brand identity built to capture attention but not overstimulate.
Poster concepts for a publicity campaign for the brand.
Matcha remains a niche product in India, often perceived as expensive or overly traditional.
Coffee dominates urban productivity rituals.Awaki needed to position matcha not as an alternative drink — but as a smarter form of energy.
With no existing brand identity, Awaki required a complete brand system capable of scaling across:
Awaki combines two concepts: Awake, representing clarity, and Ki, the Japanese life-force energy. This name suggests natural clarity and balanced energy, aligning with matcha’s essence. The brand line, “Awaken Your Element,” positions Awaki as more than a beverage—it's about energy, flow, and mindful living.
The identity concept embodies a poetic idea: the first light before dawn. Inspired by Kintsugi, it celebrates beauty in imperfection. Awaki views energy as a natural emergence, influencing its visual language with raw, hand-drawn typography. Awaki provides a quiet, focused, and intentional energy.
Awaki isn't just another drink; it presents matcha as a daily ritual for creators, athletes, and thinkers seeking clarity. This narrative reflects a shift towards conscious consumption and functional nutrition. We positioned matcha as a natural energy source that boosts focus without overwhelming the body, influencing everything from campaign messaging to market strategy.
The Become team traveled to Malaysia to observe and learn from the top matcha outlets in the country.
The team visited Niko Neko and learnt about matcha culture from the staff and visitors.
We helped introduce the brand to a young audience through appearances at events where the entire experience was curated by Team Become
We went through 12 options to arrive at the name Awaki. Each held immense potential but Awaki is what felt most apt.
We conducted through research into the beverages space to understand where to position a nascent matcha brand
Each name was scored on 8 key parameters by focus groups to ensure ease of pronunciation and scalability among other factors
Initially the concept is presented to the client with no colour or visuals, just to understand the potential of the name
Imperfect, organic, hand-done typography chosen to emphasize individuality, care, & raw authenticity.
Inspired by the Japanese philosophy of Kintsugi, this concept believes that healing is not the return to what was, but the emergence of something more radiant.
We explored using each crack to contain different fortunes or reflective quotes under peel-off segments.
A minimal hero concept: which makes the product the key focus, ensuring no other distractions for the viewer.
Alternative logo concept: At the heart is a single letter with endless potential: the W in Awaki, imagined as a spring.
Three unique mascot explorations for the brand based on Japanese cultural icons.
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The final visual direction embodies the Crack of Dawn concept, giving consumers a distinct sense of energy and vibrancy
Conceptual storefront for Awaki that reflects the character of the brand
Leveraging clear copy and striking visuals we positioned matcha as part of consumer's daily routine.
Partnering with real-life events helped push matcha as a movement instead of a beverage.
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We helped introduce the brand to a young audience through appearances at events where the entire experience was curated by Team Become
We pride ourself on this in-depth exploration of various elements for this project. Our projects are created with precision and subtlety, and every design decision is made with an intent that generates value in its usage.
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