Frame began as a quiet curiosity — a question about why the world of matcha felt opaque.

In coffee, transparency is a given. We know the variety, the process, the altitude — we know the hands that cultivated it. Yet matcha, though equally intricate, was often anonymous. 

As a café owner, I sought to understand where her matcha truly came from. What cultivars were milled? What defined their character — the soil, the harvest, the season? What is it like? What are they farmers like and what made them decide to cultivate tea? 

When I reached out to Japanese tea farmers directly, I discovered an entire world waiting to be shared. These farmers are not hiding their methods or passion — they were simply never asked in the first place. 

Frame was founded to change that.

Each tin carries its story — the farm, the cultivar, the elevation, the taste profile. Every order is paired with notes and a postcard as a small act of connection. Because understanding why something tastes extraordinary deepens our experience of it. The more you know about the origin, the more you savor with intention.