Fable designed Matchaya. At the end of 2018, we were approached to rebrand Matchaya. The intent was to consolidate all operations in both booths into a large concept store. The space would be almost three times the original size, serving up hot food and a wider range of items from a newly-expanded menu that stemmed from years of R&D.

The new identity for Matchaya takes inspiration from the notion of a Japanese monsho/u0304 (/u7d0b/u7ae0), a decorative and identity for Japanese individuals or families. Embedded within the key monsho/u0304 of Matchaya, is the word /u201c/u8336/u201d (tea), synonymous with Matchaya/u2019s Japanese name /u201c/u62b9/u8336/u5c4b/u201d (House of Tea).

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