RITUAL WITHOUT INTIMIDATION
Explain the matcha plainly enough that a first-time guest can choose a drink. The preparation still gets the care it needs.
BRAND / HOSPITALITY / DIGITAL
MATCHA CAT CAFÉ
A calm place for premium tea and feline companionship, with hospitality built around both.READ THE STORY ↓
DISCIPLINEBRAND / HOSPITALITY / DIGITAL
ROLESTRATEGY + IDENTITY + EXPERIENCE DESIGN
PROJECT TYPEINDEPENDENT BRAND CONCEPT
PATHRITUAL → RESTRAINT → CARE → CONNECTION → ADOPTION
THE STRATEGIC HOOK
Let the cats set the pace.
I wanted a neighborhood café where you could slow down without being asked to perform relaxation. Tea gives the visit a simple routine. Cats bring their own boundaries. The design had to make both work, with a clear separation between food service and the resident lounge.
THE CHOICE
“Give the tea a careful preparation ritual and the cats a choice about contact. The visit can slow down without putting pressure on either guest or animal.”
WORKING THROUGH IT
Make the quiet useful.
COMPANY ON THEIR TERMS
Cats are residents with agency and distinct personalities. Their welfare shapes the guest experience.
QUIET CAN HAVE CHARACTER
Sage and warm cream keep the setting quiet. Rounded forms and a little dry humor stop the café from feeling formal.
ONE CONTINUOUS RETREAT
Carry the café’s pace into the booking flow. A guest should know how a lounge visit works before arriving.
THE IDENTITY
Mindful whisking. Gentle purring.
The identity pairs a confident lowercase wordmark with a compact cat-and-cup symbol. It brings café craft and feline warmth together, suited to a premium tea bar that still feels like a neighborhood refuge.
Mindful whisking. Gentle purring.
NUNITOHEADLINES / INTERFACE
FRAUNCES ITALICHUMAN ACCENT / PAUSE
NUNITO MICROMENU / WAYFINDING
CAFÉ CREAM#F7F5EEPRIMARY CANVAS
FOREST#2A402DIDENTITY / DEPTH
MATCHA#7A9A60SIGNAL / ACTION
SOFT SAGE#C9D6C4REST / SUPPORT
THE VISUAL LANGUAGE
A HIGH-DESIGN RETREAT THAT STILL PURRS.
Soft daylight and pale oak give the photographs warmth. Stone-ground green and cats pictured on their own terms keep the pace quiet. Rounded framing leaves space around each image, while small jokes keep the world from becoming precious.
APPLICATION
THE RITUAL LEAVES THE LOUNGE.
The restrained retail collection brings the café home. People can buy ceremonial matcha and tools, alongside collars, apparel, and small comforts in the same calm visual language.
EXPERIENCE
BOOK A PAUSE.
Guests can read the drinks menu and meet the cats before booking a timed lounge visit. The shop sits alongside those paths, with Greenpoint location details easy to find. The reservation needs to explain capacity and contact rules without burying them.
GUIDED DISCOVERY
Start with what the visit involves. Let someone choose a drink and read the resident profiles before asking them to reserve a seat.
INTERACTIVE CARE
The resident profiles explain each cat’s boundaries. Booking limits and lounge rules make those boundaries part of the visit.
A PLACE WITH DEPTH
Keep the practical details close: where to go, who works there, and what is available in the shop.
INDEPENDENT HOSPITALITY CONCEPTMATCHA CAT CAFÉ / GREENPOINT
Calm is built
into the visit.
Tea preparation sets the pace, and capacity limits protect the cats. Resident profiles help visitors recognize individual personalities. Adoption support gives a good match a way to continue.
ARRIVE
Guests enter through the tea bar. Its materials frame a simple menu, with the pace settling before they reach the lounge.
WHISK
Each drink is prepared in view. Craft is visible, but the language stays clear and welcoming.
MEET
Limited capacity lets cats approach or retreat, including watching from a distance.
CONNECT
Resident profiles introduce each cat's personality and care needs, with adoption status made clear.
CONTINUE
Retail and follow-up content continue the relationship after a visit. Adoption pathways support a longer commitment.
FLAGSHIP ACTIVATIONNational Matcha Day:
National Matcha Day:
The Soft Landing.
The proposed McCarren Park edition brings a tasting bar and quiet seating into the neighborhood. Timed cat sessions keep capacity low. Rescue partners would handle adoption questions and arrange follow-up meetings.
ANNUAL / GREENPOINTTHE
SOFT
LANDING.MATCHA / MUSIC / RESCUE / REST
SOFT
LANDING.MATCHA / MUSIC / RESCUE / REST
Short, useful tastings make origin, grade, preparation, and flavor easy to understand.
Low-capacity sessions create room for guests who need a calmer public event.
Rescue partners answer questions and schedule thoughtful follow-up meetings.
ENVIRONMENTA boundary
A boundary
that feels soft.
The tea bar and resident lounge share one material language while remaining operationally distinct. Pale oak and quiet light set the tone. Washable surfaces support the service, while raised routes and retreat zones give the cats a choice about contact.
RESIDENT CARE + ADOPTION
Personality before profile.
A resident profile should explain how the cat behaves and what care it needs. The visit gives someone time to consider that information before requesting a meeting.
OBSERVE
Guests learn how the cat behaves in a shared environment before requesting a meeting.
ASK
Staff translate temperament, routine, health, and household fit into practical guidance.
MEET AGAIN
A second visit replaces same-day decisions with a calmer, more responsible match.
GO HOME WELL
Transition notes accompany starter goods, with follow-up support as the relationship settles.
WHY IT CAN WORK
Ritual creates return visits. Care creates trust.
Repeat café visits and timed lounge bookings support the proposed business. Retail and tea education add other ways to take part. Animal welfare sets limits on the schedule, including how often a cat can meet guests.
REPEAT HOSPITALITYCAPACITY-CONTROLLED BOOKINGRETAIL + MEMBERSHIPRESCUE PARTNERSHIP
WHERE THE CONCEPT STANDS
A repeat visit should feel easy.
The concept carries its quiet pace through the menu and the space, with membership and adoption information kept clear. The cats retain choices about contact. Those service rules are as much a part of the brand as the mark on the cup.
ENTER MATCHA ↗