STEFFL Behind The Brand: Denise Dorn of The New Green in Conversation

By Ana Müller

With THE NEW GREEN, Denise Dorn has created her own world of matcha. In an interview with STEFFL, she shares how a side project evolved into a successful brand with its own matcha bar, what inspires her aesthetic vision, and why it’s important to follow your own path.

Introducing STEFFL Behind the Brand – our new interview series spotlighting the people behind the brands at STEFFL and the personal stories that shape them.

New to the STEFFL Marketplace on Level 1 is THE NEW GREEN, a Vienna-based matcha brand founded by Denise Dorn. After studying in Berlin and gaining several years of professional experience in the advertising and creative agency industry in Hamburg and Vienna, Denise launched her own brand two and a half years ago, initially as an online shop. What started as a side project soon evolved into a successful business – and eventually into her very own matcha bar on Neustiftgasse in Vienna’s 7th district, now a familiar name among many Viennese locals.

We sat down with Denise to explore the story behind THE NEW GREEN (TNG), her journey into entrepreneurship, her creative inspirations and the vision behind her matcha brand.

STEFFL: Let’s start at the beginning: Who is Denise Dorn, and what should we know about the woman behind THE NEW GREEN?

Denise: My background is in advertising, and I spent several years working in strategy and consulting for design agencies. I have always been a very structured person, with a fairly clear idea of how I wanted my life to look. Being self-employed, however, was never part of that plan. THE NEW GREEN initially started as a side project alongside my job at the time. Over time, it gradually grew, and eventually, my passion for building something of my own simply took over. I believe it is important to allow yourself to keep rediscovering who you are and to explore new paths without losing your sense of identity. Looking back today, somehow, it all comes together.

STEFFL: What was missing from the existing matcha scene that inspired you to create your own brand?

Denise: Matcha came into my life at a time when I was becoming more conscious of myself, my body, my health and my everyday routines. I realised that there wasn’t really a product on the market that reflected my lifestyle or aesthetic sensibility. Three and a half years ago, the matcha scene in Austria was still relatively small. So, driven by a personal need, I created the brand I wished I had found myself. My background in marketing and branding naturally helped me bring that vision to life. From the very beginning, it was important to me to find my own way of approaching matcha. I didn’t want to imitate Japanese tea culture or stage a traditional tea ceremony. That simply wouldn’t have felt authentic to me. Instead, I wanted to show how matcha can become a natural part of everyday life.

STEFFL: You initially launched THE NEW GREEN as an online shop. What inspired you to take the next step and open your own café in Vienna’s 7th district?

Denise: Things moved quite quickly with THE NEW GREEN. Within a year, what had started as a side project had become my full-time occupation. Before long, I found myself wanting to create a physical space as well. In 2025, Vienna had a few specialist tea stores, but no dedicated matcha bar yet. I loved the idea of making matcha accessible not just as a product, but as an experience. For me, it was always about more than just opening a café. I wanted to create a space where people could come together, connect and find inspiration. Especially in the aftermath of the pandemic, the desire for genuine human connection has become stronger. With THE NEW GREEN, I wanted to create a place that brings people together – also through events and community-driven formats. In May 2025, I signed the lease for our location on Neustiftgasse, and just four weeks later, we were already open. It was an incredibly intense time and, looking back, definitely one of the most demanding periods of my life.

STEFFL: THE NEW GREEN has a very distinct visual identity, which is also reflected in the interior design of your café. How much of your own personality and personal style is reflected in the brand?

Denise: Everything you see and experience at THE NEW GREEN is 100 percent me – from the aesthetics and the menu to the products on our shelves. I always look at the brand from my own perspective as a customer, asking myself what I would personally love to find. That’s why I would never offer anything I don’t fully believe in. It also means we don’t have to follow every trend. Especially when it comes to matcha, new drink creations are constantly emerging, but for me, something has to offer genuine value and fit our concept in the long term. That’s why, for example, we prefer to make our own syrups rather than chase every new hype with commercially produced sugar syrups. The design also very much reflects my personal style. I love minimalism, muted colours and a clean, modern aesthetic. It was important to me that the café felt like a physical extension of the online shop and its packaging. Ultimately, my personal vision and standards are reflected in every aspect of the brand.

STEFFL: Matcha is everywhere these days. What makes THE NEW GREEN unique in your eyes, and how do you see your brand standing out from other players in the long term?

Denise: I think it’s wonderful that matcha is getting so much attention right now. I believe the hype will eventually settle down a little, but that matcha will establish itself as a long-term staple, much like coffee. For me, product quality is a given, but not necessarily what sets a brand apart. I would never claim that we have the best matcha, because taste is incredibly subjective. What really makes the difference, in my opinion, is the brand behind the product: its values, aesthetics and the attitude people associate with it. I believe we have succeeded in giving THE NEW GREEN its own distinct identity – one that goes far beyond matcha itself. I deliberately avoid comparing ourselves too much to others and instead focus on consistently developing our own vision. In the long run, I don’t want THE NEW GREEN to be associated with just another passing trend, but with something that has lasting relevance.

STEFFL: What has been the biggest challenge in building THE NEW GREEN so far, and what has the experience taught you about yourself?

Denise: The biggest challenge for me has been learning that you can’t control or plan everything. Especially as someone who likes to have everything under control, it can be difficult when you don’t immediately have a solution at hand. It has taught me to accept help from others and, above all, to develop more trust in myself – knowing that somehow, a solution will always present itself. THE NEW GREEN brings new challenges every day, many of which I’m experiencing for the very first time. And if something doesn’t work out, at least it becomes a learning experience for next time. I think the most important thing is not to be too hard on yourself along the way.

STEFFL: How do you want people to feel when they experience THE NEW GREEN?

Denise: What I love most is when people discover something at THE NEW GREEN that naturally finds its way into their own lives and fits their personal lifestyle. I think it’s wonderful when a product becomes something people identify with and incorporate into their everyday routines. One of the greatest compliments I can receive is when someone says, “That’s so you.” Or when people appreciate not just the product itself, but also connect with the aesthetics, our communication and the values we convey – both online and in our physical space.

STEFFL: Where do you personally find inspiration – whether in fashion, design, travel or everyday life? Are there any particular brands or creatives that inspire you?

Denise: I think it’s somewhat of an occupational hazard when you come from the world of advertising and design – you become very aware of your surroundings and tend to analyse things automatically. I’m particularly drawn to understated, minimalist aesthetics. When we were developing the packaging, I spent a lot of time looking at how major fashion houses create their brand worlds. I find it fascinating how brands manage to go far beyond their actual products and build an entire universe that people can identify with and feel connected to. One of my biggest inspirations is Helmut Lang, who also happens to be from Vienna. I’m fascinated by how he transforms simple basics into something special. Minimalism is often more challenging than you might think, because it’s all about focusing on what really matters – proportions, shapes and materials. That said, inspiration can come from almost anywhere. You just have to keep your eyes open and stay curious about the world around you.

THE NEW GREEN: Matcha Highlights at the STEFFL Marketplace

SOFT 01
Mild, balanced and delightfully smooth. The easy-going matcha profile for every day. Perfect for those who prefer a clean, gentle matcha flavour – enjoyed pure, over ice or with milk.

SUPER 02
Bold, full-bodied and intense in flavour. TNG’s more expressive matcha profile. For those who love greater depth and character in their matcha – enjoyed pure or as a latte.

HOJICHA 03
Japanese green tea, traditionally roasted to bring out warm, nutty aromas with delicate notes of caramel. A distinctive flavour experience – served hot, over ice or as a creamy latte.

Discover the THE NEW GREEN matcha selection, now available in various sizes at the STEFFL Marketplace on Level 1.

Five questions, five quick choices – Denise Dorn in her personal Quick Five.

THE QUICK FIVE

Iced or hot?
Denise: Iced.
Strawberry or mango?
Denise: Mango.
Oat or coconut?
Denise: Coconut.
To go or enjoy it at TNG?
Denise: Definitely at TNG.
Drink a bad matcha or watch someone make one badly?
Denise: Watch them make it – at least then I can still step in.

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