Matcha Brand Startup: From Idea To Store Shelves

We guided a budding matcha brand from its inception to securing a coveted spot on the shelves of Erewhon, a high-end health food retailer. Our comprehensive strategy encompassed brand development, digital marketing, and targeted retailer outreach.

Design

Challenge: Bringing a New Matcha Product to Market

Establish a strong, appealing brand identity

The matcha market is highly competitive, with numerous established brands dominating the scene.

Develop an impactful digital presence

Building a brand from the ground up required meticulous planning and execution to ensure every element resonated with both the target audience and potential retail partners.

Navigate the complexities of retailer partnerships

Gaining entrance into a premium retailer like Erewhon demanded exceptional product quality and strategic marketing to align with their high standards and customer expectations.

Crafting a Distinct Brand Identity for Matcha Consumers

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A post shared by Yum Matcha Tea 🍵 (@yummatcha)

Challenge: Despite having a compelling product, Yum Matcha faced the challenge of breaking into a competitive beverage market dominated by established brands. The brand needed to differentiate itself and demonstrate value to both Erewhon Market and its discerning customers.

Strategy: We stepped in with a multi-faceted marketing strategy tailored to highlight Yum Matcha’s unique selling points:

Brand Storytelling: We leveraged Yum Matcha’s emotionally captivating backstory, highlighting its roots in sustainable farming and commitment to health benefits.
Visual Branding: Utilizing high-quality visuals of the product and its natural ingredients, we designed marketing materials that resonated with Erewhon’s aesthetic. This included product labels and promotional content that emphasized the "no-sugar" and "5 calories" attributes.

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Increased Market Penetration and Retail Placement for brand

Digital Marketing Execution:

Created a website with health benefits-focused copy. The founder's heart attack story along with his strategic partnership with a Cardiothoracic surgeon made sure to appeal to a health-concious group.
Launched a multi-channel digital marketing campaign that included social media, content marketing, and a story led by the founder's journey..
Implemented SEO and content strategies to increase organic search visibility and educate consumers about the health benefits of matcha.

Coffee VS Matcha Comparisons:

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With tons of health-related research into matcha, we were able to make clear distinctions between the spikes in energy levels and sudden crash with coffee, vs matcha's smooth and healthy levels of caffeine (without the crash) thanks to its L-theanine contents. We also made sure to be careful with making crazy claims, as we are still within the regulations of the FDA.

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