Particle simulation to stylise matcha's energy & flow.



The Brief

Come up with a fun, bright, refreshing way to stylise matcha's energy and flow. Use a completely unique idea that hasn't been overused in the space.



Creative Concept

I designed a particle system that flows like an orb of energy behind any product a matcha company is looking to highlight and promote. These particles show variations in colour and texture and can be customised depending on the colour, flavour and vibe of the product.

This is fun, fresh, bright. Cool enough to get noticed, whilst remaining happily in the background as to not distract from the product.

I also designed a particle logo animation, where particles of matcha come together to form the logo.



Delivery

This was designed as a short form concept sample for social media. MP4 in 9:16 ratio.

To accompany, a sample feed post was also designed and mocked up.



Impact

The matcha space is becoming increasingly crowded. This is a fully unique, scroll-stopping visual concept that would give a company a visual edge. It could also be endlessly and consistently applied across all channels and in stills and motion.

This concept would allow a matcha company to highlight variations in flavour, colour and vibe of the product in a fun, modern and bright way. For example, many matcha companies now offer Hojita matcha, which is brown powder rather than matcha's customary green. Equally, if a matcha is decaff, the particle movement could be slowed. If it's a matcha flavour advertised for morning consumption, the particles could move faster, with more energy and excitement, with a 'seize the day', dynamic energy.

Whilst optimised for socials, this concept would work especially well on venue screens like in Jenki's matcha bars.

The major benefit all matcha companies lean into is that matcha energises without the anxiety or jitters that traditional coffee can cause. This particle simulation concept perfectly encapsulates that benefit- it's energising without being hectic, the dynamic movement is almost hypnotic, creating a perfect dichotomy of energy and flow.