muchai
MUchai is a premium tea brand rooted in Kenya’s highlands of Limuru and inspired by my late paternal grandfather, Joel Anthony Muchai. He was a pioneer who believed in self-determination, education, and upward mobility. This brand was created as a personal and academic project during my Master’s program. It’s more than tea as a product, it’s about creating space for pause, mental clarity, and progress in a world consumed by hustle culture.
Brand Strategy | Brand Identity | Cultural Positioning
December 2023
ASSESS
I began with a cultural and category deep dive to understand the tension between hustle culture and the craving for a meaningful pause.
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Contextual Awareness: In a culture where 61% of Americans live paycheck to paycheck, creative energy is depleted. The insight? People are operating in survival mode — and need space to breathe and dream again.
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Curious Exploration: I studied the premium tea category and the emotional triggers that tea rituals activate, discovering that tea can be more than a beverage. It can be a portal to reflection, revival, and self-empowerment.
RELATE
I explored how Muchai Tea could connect emotionally with people navigating ambition, burnout, and the pressure to perform.
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Making Connections: I linked the act of pausing with progress, reframing tea as a tool not to disconnect, but to realign with one’s vision.
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Perceiving Patterns: Across consumers, I found a yearning to reclaim peace, inspiration, and personal agency. The brand idea became clear: “Move Up,” without losing yourself.
CRAFT
I brought the brand to life with clarity, cultural relevance, and personal meaning.
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Careful Consideration: I developed a golden circle that tied purpose to product:
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Why: We believe in your infinite potential.
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How: We create space for creative revival and dreaming.
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What: We serve premium Kenyan tea that offers tranquil moments in a chaotic world.
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Artisanal Execution: The name “Muchai” honors my grandfather’s legacy and represents a relentless, pioneering spirit. I'm excited to craft the brand identity, from logo and tagline to narrative voice and visual assets, in the next phase of this project.
SUSTAIN
Muchai Tea is built to grow with a movement of intentional achievers.
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Return on Objective: The brand empowers customers to see tea not just as a lifestyle product, but as a cultural ritual with emotional utility.
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Enduring Outcomes: From future product extensions (e.g., journals, playlists, brand collaborations) to storytelling platforms that share customer dreams, the brand is designed to evolve into a mindset and movement.
