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September, 1st 2017

LABEL REVIEW: MATCHABAR

LABEL REVIEW: MATCHABAR

MatchaBar was founded by brothers Max and Graham Fortgang in Brooklyn, New York. In an effort to get away from the coffee and energy drinks they had become accustomed to as full-time students, they ventured into the world of matcha and never looked back. Determined to bring matcha to New York, Max and Graham opened their flagship location in Williamsburg in 2014. Over the past three years, the company has continued to row and now offers bottled matcha on both coasts.

MatchaBar in a window

The Fortgang brothers worked with designer Andrew C. Bly to create a packaging concept that stood apart from the typical tea and energy drink labels. The labels are stark white, a marked difference from the typical look in this category. The goal was to create a sense of calm and focus surrounding the design, with a little humor thrown in. Each flavor features a cool, almost pastel color cue; green for the Original Matcha, pink for the Fuji Apple Ginger Matcha, yellow for the Hint of Honey Matcha and mint blue for the Mint Matcha. The color of the flavor coordinates with a band of color around the bottom of the label. The logo, which is centered at the top of the label is the same green at the Original Matcha. Every bottle uses a funny saying for the description of the flavor, like “Hint of Honey Matcha gives great hugs.” The font used is simple, bold, and eye-catching. In this case, less is definitely more.    

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