Mecha
Matcha Macho

- Not for the ”gym bro” clientele

In my pursuit of a healthier lifestyle and muscle gain, I fell into the realm of protein powders. However, I noticed that many of these products were tailored for a specific "Gym bro" clientele, featuring bold and aggressive fonts emphasising product effectiveness and little else.

Recognising a gap in the market, I envisioned a line of protein powders and other protein-enriched products designed for individuals not necessarily engaged in heavy lifting at the gym but still committed to regular workouts and seeking to increase their protein intake.

Bright green matcha powder shaped into the acronym 'MMM' on a white background.

Making getting fit a less serious business

Get macho with matcha

Simplified illustration of a butterfly with pale yellow wings on a black background.

The name "Mecha Matcha Macho" plays on words, incorporating both Japanese and English terms commonly used in Japan. "Mecha" translates to "Very" in Japanese, while "Matcha" is the Japanese term for green tea. Lastly, "Macho," akin to its English counterpart, describes someone with a muscular physique.

For the brand's key colour, I opted for a vibrant Matcha green, complemented by a selection of bold, bright colours. The logo features a soft and bubbly font, with a playful twist—a muscular arm replaces the "O" in Macho, stretching up to connect with the "A" in Mecha. This unique design element imparts a quirky and cartoonish impression to the logo, reflecting the brand's distinctive character.

Moodboard

Assorted food and supplement items including fruit-flavored gummies, a protein powder container, a sugar-free gum pack, a bottle of whey protein, a block of Japanese sushi, a green dietary supplement container, a lemon-flavored candy box, and a pink body massage roller.

Keywords

Matcha Green

Maximalism

Colorful

Japanese

Poppy

Modern

Cute

Round/Bubbly (text)

Playful

Light blue cartoon Easter egg with bunny ears and tail.
A collage of various food, drink, and supplement products including tubes, packets, cans, yogurt, protein powder, and snacks with colorful packaging.

Mainly for a female audience

Process & thoughts

This time, I drew inspiration from Japanese packaging aesthetics and recent Western design trends, known for their vibrant and playful expressions, in contrast to the prevalent corporate minimalism that has been dominant in recent years.

It was my first foray into creating package design, from conceptualisation to the finished mockup. Venturing into this new area required me to shift my approach to design thinking and the process. I closely examined similar products to understand the nuances to consider when crafting a three-dimensional design, especially in the realm of food packaging.

Green cartoon depiction of a muscular arm flexing with a bicep curl.

Brand positioning

A 5-point horizontal scale with labels left to right: Elite, Serious, Conventional, Friendly, Mature & Classic, and on the right side Mass Appeal, Playful, Rebel, Authority, Young Innovative. Pink dots mark points on each scale.

Colour palette & logo

Color palette with five swatches labeled from left to right: Macho Green, Custard Cream, Deep Lavender, Ume Flamingo, and Fuji Blue, against a green textured background.

Final product

Hitting your macros in a funky way

Purple and black butterfly illustration with symmetrical wings.

The aim was to design packaging tailored for a predominantly female audience, emphasising both product quality and aesthetic appeal.


Using rounded shapes and soft colours, the packaging conveys a playful and friendly impression, setting it apart from the current market's more utilitarian designs for protein powders and bars.

Partially visible colorful packaging of Meecha Matcha high protein powder, with flavor options Uji Green Tea and Green Tea Latte, indicating 20 grams of protein per serving and no added sugar, totaling 650 grams per package.
Package design for Macho Matcha, a matcha-flavored green tea product with high protein, featuring colorful text, green and purple graphics, nutritional information, ingredients, and promotional text about matcha health benefits on a yellow background.
Multiple beige boxes of Mecha Match green tea-flavored protein bars arranged in a pattern, each displaying labels indicating they are 100% organic, high in protein, and have no added sugar.
A partially visible snack package labeled 'Matcha Matcha' with green tea and milk flavor, indicating it contains 120 grams, no added sugar, and 157 kcal.
Close-up of a Mochi Mochi Matcha snack wrapper showing the flavor and nutritional information.
A person's hand holding a can of Nechha Match High Protein Drink with a pink and yellow design, against a light pink background.
Yogurt container labeled 'High Protein Yogurt' with a yellow background and green tea flavor.
Close-up of a silver laptop with colorful stickers on the top, set against a pastel orange background.