Case Study
Muy Matcha
After 13 years building brands for other people, Muy Matcha was the first one built from zero with no client brief. A ceremonial-grade matcha company conceived in 2019, before matcha was everywhere, and sold out at launch in 2021. Now in development and hitting shelves again soon.
Founder-owned CPG brand ✦ Concept to shelf ✦ Sourced before the craze ✦ Sell-out launch ✦ Back on shelves soon
Founder-owned CPG brand ✦ Concept to shelf ✦ Sourced before the craze ✦ Sell-out launch ✦ Back on shelves soon
Founder-owned CPG brand ✦ Concept to shelf ✦ Sourced before the craze ✦ Sell-out launch ✦ Back on shelves soon
Founder-owned CPG brand ✦ Concept to shelf ✦ Sourced before the craze ✦ Sell-out launch ✦ Back on shelves soon
The Gap
The bet on matcha was placed in 2019, two years before the rest of the market caught on.
Years of developing brands for clients builds a specific instinct: you can feel when a category is about to move. Matcha in 2019 was that feeling. The product existed, but the brands around it were either traditional tea companies or wellness brands treating matcha as an ingredient. There was room for something premium, approachable, and built for how people actually drink it.
Muy Matcha became the proof of concept. Ceremonial-grade, organic, first-harvest powder, paired with the tools to make it part of a daily ritual: glass bottles, shakers, whisks, recipes. A daily ritual brand, down to the glass bottle in your hand.
By the Numbers
2019
Sourced before the matcha craze
2021
Launch inventory sold out
13 yrs
Of brand development behind it
The Build
Concept
Identify the white space: premium ceremonial matcha with a warm, approachable brand identity instead of clinical wellness packaging.
Development
Source organic, shade-grown, first-harvest ceremonial grade matcha and vet it against quality benchmarks before committing to inventory.
Rollout
Design the full product line: powder plus bundled tools (glass bottles, insulated shakers, bamboo whisks) so the brand sold a complete daily ritual.
Marketing
Launch direct-to-consumer with content built around recipes and lifestyle, not health claims alone.
Management
Run inventory, fulfillment, and customer experience lean, and protect the brand while other ventures scaled.
Inside
Every brand decision was tested against one question: does this feel like a moment worth savoring?
The packaging, the product photography, the recipe content, the bundle strategy. All of it was designed to make matcha feel like a daily ritual. The launch inventory sold out, and the brand is in development for its return.
In the Press
Outcomes
Thirteen years of building brands for others, validated by one built from scratch.
Brand instinct transfers. The same positioning work that grows client businesses works when the client is you.
Timing beats trend-chasing. Sourcing matcha in 2019 meant launching ahead of the wave.
Muy Matcha is in development and hitting shelves again soon.