Brand Tone

Inspirational, Energetic, and Encouraging.

Brand Values

• •Purposeful Living
• •Health and Wellness
• •Quality and Authenticity
• •Community
• •Positive Disruption

Best Practices

• •Lead with 'Purpose': Always tie the product back to the core value of living an intentional life. Frame matcha not just as a drink, but as the first step in a more mindful day.
• •Use "You-centric" Encouragement: Speak directly to the customer's aspirations and struggles. Use phrases like "Your daily ritual," "You were meant for more," and "Fuel your passion" to make the message personal and empowering.
• •Contrast with Coffee: Consistently position Hi! Matcha as the superior alternative to coffee. Highlight the key differentiators: no jitters, no anxiety, and no crash. This creates a clear problem/solution narrative.
• •Embrace Energetic & Positive Language: Use vibrant, uplifting words. "Positive," "fuel," "passion," "purpose," "greatness," and "amped up" align with the brand's energetic tone.
• •Weave in the Founder's Story: Periodically remind the audience of the authentic origin story. It grounds the brand's mission and builds trust, showing that the company was born from a genuine need that customers may share.

Social Perception

Hi! Matcha is perceived as a brand that successfully replaces coffee habits, provides sustained energy without crashes, and becomes a cherished part of morning routines. It aligns with the broader perception of matcha as a healthy, wellness-oriented product, with quality claims reinforced by positive customer testimonials and alignment with market trends praising vibrant color and nutty aromas. The brand also actively addresses price concerns by explaining the production process.

Copy Examples

• •Swap the chaos for calm. Your morning coffee rushes. Your morning matcha restores. It's more than a drink; it's a daily commitment to yourself. Find your focus, fuel your passion, and start living on purpose. #HiMatcha #LifeOnPurpose #MorningRitual
• •Energy Without the Enemy. Meet the clean, focused fuel that powers your day without the jitters or the crash. This is your morning, reinvented.
• •What's your passion? Don't let a coffee crash cut it short. Our ceremonial grade matcha delivers sustained energy to help you do more of what you love. Join a community of pass-ioneers living life on their own terms. Get your purpose. #FuelYourPassion
• •Tired of the 3 PM slump? Read this. Hey [Name], remember that afternoon wall you hit yesterday? Let's make that a thing of the past. Hi! Matcha's unique blend of caffeine and L-theanine is designed to keep you sharp and energized all day long...
• •Still starting your day with anxiety in a cup? It's time for a positive energy experience. No jitters. No crash. Just pure purpose. Make the switch! #matcha #positiveenergy #coffeefreak #anxietyrelief