The task was not only to create a brand and packaging, but also to design the store interior and façade. It was a unique opportunity to explore how interior design and architecture play an important role in expressing a brand's identity.

The brand name Amecha is derived from the Japanese words 雨 (ame) meaning "rain" and 茶 (cha) meaning "tea" Two gentle, single-syllable words that evoke calm, peace, and stillness. These ideas underpin the brand’s intent: to provide a quiet moment of comfort and reflection, both through the product and the space in which it is experienced.

Colour & Material Palette

The visual identity and spatial design work hand in hand through a thoughtful colour palette and material choices, each element reinforcing the brand values.

Beige-brown tones symbolise warmth, comfort, and enclosure. These hues are expressed in the Tasmanian oak timber veneer display tables, the point-of-sale desk, and the softly coved ceiling. Warm beige also appears in the back-lit Marblo display shelving, helping to gently highlight the products and create an inviting, cozy atmosphere.

Dusty rose tones speak to themes of self-love, mindfulness, ritual, and gentle indulgence. Used exclusively on physical product-based items—including packaging, feature shelving, and the storefront window—this colour creates a strong emotional connection between the brand and the experience of personal care.

Blue-grey tones bring a sense of grounding, calm, and trust. These are applied through materials like exposed aggregate concrete, timber-look glazed porcelain tiles, and rendered concrete. The colour anchors the space, featured across the flooring, entry pillars, and rear walls to support a sense of balance and security.

Packaging

Packaging for Amecha uses simple, long glass jars that put the beauty of the product front and centre. By showcasing the variety and detail of the tea leaves, the design invites curiosity and offers clarity—echoing the brand’s value of transparency. It’s a quiet nod to the idea that “it’s what’s inside that counts.”

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Completed at QUT in 2021