Hvala: Grounded in Tradition, Stirred by Innovation | Strategic Brand Refresh — Somewhere Else® | Somewhere Else®

Hvala Tea Matcha Closeup Art Direction Grounded Tradition Stirred Innovation

Grounded in Tradition, Stirred by Innovation.

Hvala began as a quiet pioneer introducing Singapore to hand-whisked matcha and a slower way of gathering. A decade in, the brand still stood for calm and contemplation but the world around it had changed.

Stillness Meets Momentum

As matcha goes mainstream, Hvala risked blending into the noise. The challenge: evolve their presence so they could lead the category’s next wave without betraying their serene roots.

Matcha packaging with fluid gradient shapes signaling stillness and intent

Genmaicha packaging with fluid gradient shapes signalling stillness and intent

Hvala Behind the Scenes Tea Leaves Farm Quality Ingredients

Behind the Transformation

SEEN & UNSAID

We reviewed Hvala’s existing touch points—menu boards, digital assets and in-store cues—pinpointing where stillness felt too static and where subtle motion could come alive.

Hvala Social Media Art Direction Subtle Abstract Tea Ingredients

CHARACTER & FORM

We articulated a refreshed brand presence, honouring Hvala’s legacy of calm while laying the groundwork for renewed vitality in a crowded market. Every element balances pause with purpose, with soft strokes and light-and-shadow textures echoing the swirl of tea leaves and the drift of aroma.

Visual Identity
Inspired by tea stains and natural forms in flux, the bespoke graphic motifs speak to brewing’s gentle choreography: hills, reeds and breezes captured in minimalist abstraction. Overlapping type and graphics introduce a non-traditional attitude.

Packaging System
We refined Hvala’s look with warm minimalism: subtle gradients and fluid shapes that signal both stillness and intent as you bring the cup closer.

Hvala Paper Bag with fluid gradient shapes signalling stillness and intent

Hvala Cake Box with fluid gradient shapes signalling stillness and intent

PEOPLE & PLACES

Working with LAANK, we collaborated on translating our concept into the café space, ensuring Hvala’s identity shone through while retaining the experience customers love.

In-store Hvala café space showing subtle motion in decor and layout

It was a pleasure working with Somewhere Else on our branding journey. What stood out most was their genuineness in understanding Hvala’s roots, what we stand for, and the energy we hope to share.
They were thoughtful and proactive partners who remained flexible and understanding throughout the process. We’re grateful for their collaborative spirit and the care they put into this project.

— Bethia, Business Development

Hvala Illustration of tea stains and natural forms in minimalist fluid abstraction

Outcomes

Hvala’s refreshed identity creates space for growth while preserving its quiet confidence. It bridges its roots with its future, allowing the brand to move forward with:

Cohesive visual system that scales across touch points and locations.
Presence that invites both the loyal purist and the curious newcomer.

The brand's timelessness hasn’t changed but what carries it forward just caught up—tradition and change within every cup.

What's Your Move?