Brand Tone

Authentic & Passionate, Mindful & Calming, Educational & Accessible, Modern & Clean, Community-Oriented & Engaging

Brand Values

• •Quality
• •Responsible Sourcing
• •Accessibility & Affordability
• •Authenticity & Tradition
• •Wellness & Health
• •Cultural Appreciation & Representation

Best Practices

• •Stay True to Your Roots: Always circle back to the founder's passion and the brand's origin story – the connection to Japan, quality, and accessibility. This ensures authenticity.
• •Emphasize the "Why" Not Just the "What": Don’t just sell matcha; sell the ritual, the calm energy, the mindful moment, the health benefits. Connect the product to the lifestyle and values.
• •Use Clear, Accessible Language: While matcha has a rich history, avoid overly technical jargon. Explain terms like "ceremonial grade" or "first harvest" in a way that’s easy for newcomers to understand, reinforcing the value of accessibility.
• •Visual Storytelling in Words: Mirror the clean, vibrant, and modern aesthetic of your visuals in your language. Use descriptive words that evoke the color, texture, and taste of high-quality matcha (e.g., "vibrant green," "silky smooth," "earthy notes," "creamy finish").
• •Engage and Educate: Foster a sense of community by inviting questions, sharing preparation tips, and explaining the benefits. Position the brand as a knowledgeable and friendly guide in the world of matcha.

Social Perception

Positive Quality Association, Appreciation for Brand Story & Ethics, Modern Ritual, Community Player, Good for Matcha Enthusiasts

Copy Examples

• •Headline: Your Daily Ritual, Elevated. Body: Discover the vibrant taste and calm energy of authentic, stone-milled matcha from Kagoshima. matchawell: Drink Good Matcha. Create a ritual that's authentically you.
• •Headline: From First Harvest to Your Cup. Pure. Simple. Matcha. Body: We partner with generations-old farms in Japan to bring you certified organic ceremonial grade matcha. Experience the difference quality makes. No bitterness, just smooth, sustained energy.
• •Headline: More Than Just a Latte. It’s a Moment. Body: Whisk away the stress and find your focus. Our matcha is shade-grown and rich in L-theanine for that perfect balance of alertness and calm. Make matchawell your mindful escape.
• •Headline: Real Matcha, Real Benefits. No Compromises. Body: Tired of overly processed "matcha"? We believe in quality you can taste and trust. Responsibly sourced, rich in antioxidants, and surprisingly affordable. This is matcha as it should be.
• •Headline (Community/Collaboration Focused): Brewing Something Special Together. Body: We’re thrilled to team up with [Partner Brand] to bring you a unique matcha experience! Taste the vibrant notes of matchawell in [Collaborative Product/Drink]. Supporting community, one cup at a time.