Matcha House to Palo Alto

Photo reference: what the Champaign store looks like →

What has to exist in the Palo Alto store and online · written 2026-09-17 · nothing made yet

To bring Matcha House to Palo Alto we have to make 11 physical things that go in the store and 9 digital things behind them. Target: everything in place by Sunday, October 4.

Physical what a customer sees in the store

Tick each one off when it is printed or built and sitting in the Palo Alto store.

• 1New menu

  The matcha menu on the wall or counter, in the Matcha House look: cream paper, sage green, typewriter drink names.

  Needs first: Palo Alto's full drink list and prices, with one name per drink.

  Needs a Palo Alto versionGarrett gives the list · Claude designsTo printer by Sept 26

• 2Posters

  Large posters (A2). The design book has three kinds: the brand name plate, a drink photo on cream, and a type-only poster.

  Start with two: the name plate and a Triple Strawberry Matcha poster.

  Needs a Palo Alto versionClaude designs · Jack approvesTo printer by Sept 26

• 3Drink cards

  One hand-painted watercolor card per drink: the cup, its layers, and thin lines naming what's inside. Champaign has three (Strawberry Duo, Banana Einspanner, Triple Blueberry).

  Palo Alto needs its own for its top sellers. Triple Strawberry Matcha comes first, the other top drinks follow.

  Needs a Palo Alto versionClaude paints · Jack approvesFirst card by Sept 26

• 4Small scenes

  A little box of props for one drink, set up on the small table left of the order counter, so the drink has a pretty spot to be photographed. Strawberry matcha gets the first box.

  Champaign builds and tests the first one on Sept 23. Palo Alto copies it, then adds one box per top drink.

  Doesn't exist yetKayla builds first · Garrett copiesIn Palo Alto by Sept 30

• 5Wall hangings

  Framed pieces for the walls: the watercolor line-up of cups, two or three framed drink cards, and the brand name plate.

  The design book doesn't define a wall set, so this list is my proposal. Garrett needs to send photos and sizes of the free walls before we pick frames.

  Doesn't exist yetGarrett measures · Claude lays out · Jack approvesUp by Sept 30

• 6Cup labels

  The small paper label that runs up the side of every cup. It is the brand's signature. Plus the hidden label under the cup.

  Decide what the Palo Alto label says: "Matcha House" as in Champaign, or a Palo Alto line.

  Needs a Palo Alto versionJack decides wording · Claude sets itTo printer by Sept 26

• 7Brew card

  The cream "About the matcha" card in typewriter type that sits by the counter.

  Only if Garrett confirms Palo Alto buys the same Uji ceremonial matcha. Otherwise the words change.

  Copy itGarrett confirms the matchaTo printer by Sept 26

• 8Table cards and coasters

  Small cards on the tables: "Took a photo? Tag us and we repost." Coasters at the seats by the door.

  Needs Jack's answer on which Instagram account is printed on them.

  Doesn't exist yetClaude designsArtwork Sept 19 · on tables Sept 30

• 9Pickup counter backdrop

  A logo backdrop behind the spot where customers receive their cup, so every hand-off photo has the brand in it.

  Doesn't exist yetKayla builds first · Garrett copiesIn Palo Alto by Sept 30

• 10Lid station

  A light-colored surface with a lamp above it, and a sticker that says "snap the top before you put the lid on".

  Doesn't exist yetKayla builds first · Garrett copiesIn Palo Alto by Sept 30

• 11Mirror spots

  The two mirrors Palo Alto already has (study room and back hallway) each get a soft light, a small logo, and a little shelf for the cup.

  Doesn't exist yetGarrettBy Sept 30

Later, not in this round: gift bags, stamp stickers, postcards, tote, and the front door lights. The design book has them, but none is needed to open.

Digital the files and posts behind it

Most of these have to be finished before the physical things can be printed.

• 1Palo Alto drink list

  Every matcha drink Palo Alto sells, with one agreed name and a price. The menu, drink cards and web page all wait on this.

  Doesn't exist yetGarrettBy Sept 21

• 2Print-ready files

  One finished PDF per printed thing: menu, posters, drink cards, cup labels, brew card, table cards, stickers, wall pieces.

  Needs a Palo Alto versionClaudeBy Sept 26

• 3Watercolor drink paintings

  The painted cup for each Palo Alto drink. These feed the drink cards, the posters and Instagram.

  Needs a Palo Alto versionClaude · Jack approves eachFirst one by Sept 24

• 4Shopping list with links

  Everything to buy for the scene box, backdrop, lid station and mirrors, with a price and a link for each.

  Doesn't exist yetClaude writes · Jack approvesChampaign Sept 18 · Palo Alto Sept 27

• 5Setup guide

  Photos and notes from Champaign showing where each thing stands, where the light goes, and what went wrong. Garrett follows this to rebuild it.

  Doesn't exist yetClaude and SamanthaBy Sept 26

• 6One-page shot list

  What to shoot at each of the four spots, written so a staff member can follow it without help.

  Copy itClaude · Samantha checksBy Sept 18

• 7Palo Alto photos and video

  The star drink shot at all four spots in Palo Alto, saved in the library where we can search it.

  Doesn't exist yetGarrett shoots · Samantha directs · Claude files itOct 1 to 3

• 8Posts

  One Reel and one Xiaohongshu post from the Palo Alto shoot, built on the five Instagram layouts in the design book.

  Doesn't exist yetClaude cuts · Samantha captions · Jack publishesAfter Oct 3

• 9Palo Alto web page

  A matcha section on the Palo Alto store page, in the Matcha House look, with the new menu.

  Waiting on Jack to pick a design for each of the page's 7 sections.

  Needs a Palo Alto versionClaudeGoes live with the next website release

Dates

1. By Fri Sept 18Jack answers the open questions below

   And approves the Champaign shopping list so the props ship over the weekend.

2. By Mon Sept 21Garrett sends the drink list, wall photos and sizes
3. Wed Sept 23Champaign builds and shoots first

   Scene box, backdrop, lid station and mirrors get tested there.

4. By Sat Sept 26All Palo Alto artwork goes to the printer

   The setup guide goes to Garrett the same day.

5. Sept 27 to 30Palo Alto installs everything

   Prints go up, the four photo spots get built, and Garrett sends a photo of each.

6. Oct 1 to 3Palo Alto shoots
7. Sun Oct 4Jack walks the list and signs off

Still open

• What the Palo Alto pieces say. "Matcha House", or a Palo Alto name. This changes the menu header, the posters and the cup label. I assumed Palo Alto keeps its store name and gets Matcha House as a corner.
• Who prints. We haven't picked a printer, so the turnaround is unknown. Sept 26 to Sept 30 only works if they can do four days.
• Budget. No number yet for props, frames and printing.
• Which Instagram account goes on the table cards and mirrors.
• The real print fonts. We only have look-alikes. They pass on a screen but will look off on a printed poster.

Item list comes from the Matcha House design book v0.2 and the drink visuals plan (Sept 17). Wall hangings are my proposal. Your ticks are saved in your browser only.