Project Overview
A new café concept in Edinburgh that specialises in premium Japanese matcha. The café will serve both traditional and contemporary matcha-based drinks, along with light, healthy food pairings. The space will be designed to introduce Edinburgh’s residents and visitors to the cultural heritage of matcha while offering a modern, welcoming environment for everyday coffee-shop goers.
Unique Selling Proposition (USP)
“Edinburgh’s first dedicated matcha café – blending Japanese tea culture with Scottish craftsmanship.”
Unlike other cafés that only offer matcha as a secondary option, this café makes matcha the hero product. The USP lies in:
Authenticity: Premium, sustainably sourced Japanese matcha.
Fusion Concept: Incorporating Scottish ingredients and artisanal techniques into matcha drinks and food (e.g., matcha shortbread, matcha with Scottish oat milk).
Experience-Driven: Interactive preparation rituals and tasting flights for customers to learn about matcha.
Target Audience
Young professionals, creatives, and students seeking an alternative to coffee culture.
Health-conscious individuals drawn to matcha’s wellness benefits.
Tourists and locals interested in unique café concepts.
Niche communities (tea enthusiasts, plant-based eaters, Instagram-driven café explorers).
Design Goals
Atmosphere: Minimalist yet warm, blending Japanese-inspired calm with a contemporary Edinburgh aesthetic.
Visual Identity: A clean, natural colour palette (greens, wood tones, cream, soft stone hues).
Materials: Sustainable, tactile materials such as wood, stone, and recycled ceramics.
Layout: Open-plan with quiet corners for relaxation, communal tables for socialising, and a dedicated “ritual counter” for matcha demonstrations.
Branding: Modern typography with subtle Japanese calligraphy elements; logo reflecting harmony and balance.
Deliverables
Brand identity package (logo, colour palette, typography, tone of voice).
Interior design concept (layout, materials, furnishings, lighting).
Packaging design (cups, takeaway boxes, branded merchandise).
Marketing assets (social media visuals, launch campaign concept).
Tone & Style
Calm, authentic, and approachable.
A meeting point between Japanese tradition and Edinburgh’s modern café scene.
Instagrammable yet timeless.
Contents
Competitor Analysis
Moodboards & Sketches
x 3 Final Concepts
Route Justification
Final Applications
Competitor Analysis
Key Similarities
Aesthetic Branding: All three use design to create a recognisable “brand identity” that extends to social media, particularly targeting Gen Z and Millennial aesthetics.
Matcha as a Visual Hero: Each shop designs its menu boards or glass-fronted counters to highlight the vibrant green of the matcha, often paired with colourful syrups (like blueberry or strawberry) to make the drinks visually “viral”.
Strategic Location: All three have selected high-footfall Edinburgh areas (Bruntsfield for locals – Victoria Street and Princes Street for tourists/shoppers) that match their specific design vibes.
Summary
Matcha Sando
Best for a slow, mindful experience with traditional preparation and Japanese sandos.
Blank Street
Ideal for a quick, “aesthetic” caffeine fix and viral flavoured matcha drinks.
Black Sheep Coffee
Best for working on a laptop or a social catch-up in a high-energy environment.
Moodboards & Sketches
x 3 Final Concepts
Route Justification
Final Applications
Project Analysis
