A Matcha Made in the Mission
Matcha tea, once exclusively prepared and consumed in traditional Japanese tea ceremonies, was experiencing a global renaissance. As matcha took off, the marketing around the product quickly overtook the quality, creating an opportunity for Suntory-backed Stonemill Matcha to deliver a modern, yet authentic matcha experience. To introduce their premium offering, Stonemill set out to open a café in San Francisco’s Mission District where customers could experience everything from hand-whisked ceremonial grade tea to Tartine-crafted Japanese desserts. In preparation for their opening, Stonemill engaged our studio to launch their brand with a new visual system, photographic assets, website and café materials.
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson-Stonemill-Hot-Cup-Watercolor-1.jpg)
The café and visual expression collectively tell a story steeped in tradition and enriched with a modern touch.
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson-Stonemill-Interior-Cafe.jpg)
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson-Stonemill-Iced-Matcha.jpg)
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson-Stonemill-Logo-Signage-1.jpg)
Drawing from a wabi-sabi philosophy, we explored the use of watercolor artwork to pair with the soothing environment of the café and the peaceful energy of matcha.
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson-Stonemill-Matcha-Pour.jpg)
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson_Stonemill_Workpage_Image.jpg)
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson-Stonemill-Business-Cards-Watercolor.jpg)
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson-Stonemill-Printed-Menu.jpg)
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson-Stonemill-Portrait-Interior-Matcha.jpg)
The typographic system and watercolors were paired with tactile-rich paper stock to extend the Stonemill brand expression into a packaging and café to-go program.
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson-Stonemill-Food-Photography.jpg)
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson-Stonemill-Menu-Label-Business-Card-Print-Materials.jpg)
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson-Stonemill-Matcha-Packaging-Watercolor.jpg)
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson-Stonemill-Matcha-Packaging-Watercolor-Label.jpg)
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson_Stonemill_Traditional_Matcha.jpg)
The photographic assets were developed to drive home Stonemill’s modern take on tradition, balancing the warmth and well-lit welcome of its California space with the authenticity and shadow-driven aesthetics of its Japanese roots — all of which brought their story to life in a newly designed web and integrated e-commerce site.
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson-Stonemill-Portrait-Food.jpg)
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson-Stonemill-Matcha-Cream-Pie-Food-Photography.jpg)
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson-Stonemill-Matcha-Iced-Tea-Photography.jpg)
![](https://tolleson.com/wp-content/uploads/2020/11/Tolleson-Stonemill-Exterior-Photography.jpg)