Today's Paper·Vol. I, No. 1
Boston, New York·Independent creative studio

Make Believe House

We build worlds people want to enter.

TrendingEvery real thing was imaginary once.The world comes before the logo.First you make it. Then people believe it.Make something worth believing in.A studio for imagined things becoming real.Different worlds. Same house.
Brand identity · Sukoon

Matcha Brand Asks Customers to Do Nothing for Two Minutes

Sukoon, Arabic for stillness, sells the ritual rather than the caffeine: one green, warm paper, and a figure that has already closed its eyes.

By Make Believe House · Boston, New York · 2026 · 5 photographs

Sukoon is Arabic for stillness, and a ceremonial matcha from Uji, Japan. Most matcha sells energy; this one sells the two quiet minutes it takes to whisk a bowl. So the identity does very little, very carefully: one green, warm paper, brushed steel, and a small figure that has already closed its eyes.

The 250 g bag and the iced latte. The wordmark is Arabic, drawn as one continuous line, and never translated.Make Believe House
The bag, closed with a knot of green rope you have to untie. Green appears exactly twice: the figure and the rope.Make Believe House
Posters: one sentence each in letter-spaced capitals, the figure peeking over the edge. Matcha for a quieter world.Make Believe House
Boxes of five 2 g sachets. Quiet is a practice. Ritual over rush. The taste of stillness.Make Believe House
The sachet, in plain silver foil so the powder stays bright. The most-handled surface carries the most words.Make Believe House
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