Web pages, business cards, and Instagram graphics were designed for CLUB UJI, a fictional summer matcha festival taking place at the Metropolitan Pavilion in NYC. The event will feature matcha powder vendors, food and drink from local Japanese and matcha businesses, and programming related to matcha. The visual system and logo embrace the youthful, authentic, healthy, and premium qualities of the brand by balancing playful and refined sentiments. To further enhance the brand’s cheekiness, a glossary of spot illustrations with a variety of characters and several matcha plants was developed to be used as the primary component of the visual system.