OBAA
A new name for a slower way of living.
EXPLORE THE PROJECTMiami / Naming · Brand DNA · Integrated Brand & Marketing
THE PROJECT
OBAA began with the ambition to create more than a matcha brand. The opportunity was to build a world around ritual, taste, design, and a more intentional way of experiencing the everyday.
Naomi worked from the very beginning of the brand, starting with the naming and developing the strategy, identity, storytelling, and creative universe around it. The goal was to create something distinctive enough to stand on its own — rooted in matcha culture without looking or sounding like every other matcha brand.
02 / The Challenge
Create a matcha brand from zero in a category becoming increasingly crowded and visually predictable.
Before thinking about logos, packaging, or social media, we needed to answer something more fundamental: what could this brand own?
That meant finding a name, point of view, and visual world strong enough to grow beyond a product and become a recognizable brand.
What We Did
Created the OBAA name, giving the brand a short, distinctive, and ownable starting point from which the rest of the identity could grow.
Developed the brand strategy and positioning around ritual, culture, and a contemporary approach to matcha.
Built a visual identity that brings together Japanese tea culture with a warmer, more unexpected Mediterranean and vintage sensibility.
Created the verbal identity and storytelling to give OBAA a recognizable voice beyond the product itself.
Developed the creative direction and brand world across packaging, physical experiences, digital communication, and social media.
04 / The Result
OBAA became more than a name for a matcha product. It became the starting point for an entire world.
From naming to identity to the way the brand shows up physically and digitally, every element was built from the same central idea — giving OBAA a foundation that can grow without losing what makes it recognizable.
We didn’t start with how OBAA should look. We started by defining what OBAA could become.