Frame began as a quiet curiosity, first questioning 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, is often anonymous. 

As a cafe owner, I sought to understand where 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.