Encha Matcha
Founded in 2014, Encha is an established premium organic matcha brand operating in a global category now valued at over $4B, with the US a fast-growing multi-hundred-million-dollar segment. As growth accelerated, a wave of imitator brands began replicating Encha's visual cues, format, and price points. Differentiation became a defensive priority, and the commercial system had to be rebuilt to match the authority of the product.
Creative tied to commercial growth.
ROAS improvement (1.76 to 6.44) in Q1 2026
Q1 2026 revenue YoY, on ~65% lower media spend
YoY website traffic (2024 to 2025)
ATC-to-order conversion in Q1 2026 (from ~48% prior year)
YoY first-time subscription orders (+50% one-time orders)
CRM subscribers (from ~29K), +71% YoY email revenue
Peak Amazon conversion rate during optimised windows
New SKUs across ceremonial, everyday, barista & single-origin
The product had authority. The system needed to match it.
As the matcha category expanded, imitators replicated Encha's visual language, pricing, and positioning. The effect was layered: eroding visual differentiation, growing consumer confusion around product grades, rising acquisition costs squeezing DTC efficiency, and expanding demand for convenient, ritual-based wellness.
The challenge was to defensibly grow category leadership through clarity, trust, and authority permanence, not to reinvent a brand that already worked.
- Brand strategy & competitive analysis
- Brand architecture & messaging
- Packaging hierarchy
- Visual identity & brand system evolution
- Content production across three consumer archetypes
- Amazon PDPs & storefront architecture
- Shopify rebuild & DTC performance creative
- CRM, social & lifecycle systems
- New product development & category expansion
- B2B, wholesale & event creative
One brand worldview, three archetypes.
Rather than reinvent the brand, the opportunity was to sharpen what already worked and extend it into a multi-archetype platform. Three consumer archetypes, Ceremonial, Latte, and Barista, now inform the brand system, each with its own visual cadence, use case, and consumer, preserving Japanese provenance while opening the brand to a wider set of rituals and occasions.
Premium Ceremonial
The craft and provenance tier, protecting premium credibility and the quality signals that justify the price.
Latte
Everyday wellness ritual, the daily-habit occasion that broadens relevance beyond the ceremonial purchase.
Barista
Performance and versatility, the format that meets the modern consumer in convenience and accessibility.
Product and packaging, built to scale.
- End-to-end development of new product ranges
- Packaging built for Amazon, DTC, and retail compliance
- Optimised formats for gifting, replenishment, and repeat purchase
- Visual consistency across an expanding SKU family
One system, every channel.
Amazon storefront and Premium A+, the Shopify DTC rebuild, CRM, and social, each channel built from one creative system so brand equity and conversion compound across every touchpoint.
A creative engine, directed and produced.
Scalable creative infrastructure now spans every channel, enabling faster NPD rollout, sharper paid-media performance, and stronger brand coherence, directed and produced personally across all shoots.
From specialist brand to a system that scales.
Encha was rebuilt from the inside out, brand, content, commerce, product. A repeatable brand-to-commerce methodology is now embedded, supporting Prime Day ranking, the Shopify rebuild, RTD development, and continued portfolio expansion without re-investing in foundational systems.
What began as a respected specialist brand is now a system designed to scale.
Fully onboarded to AI. The thinking stays human.
AI is integrated across the workflow to move faster and explore wider: research and competitive analysis, concept and art direction, copywriting, packaging and 3D mockups, surface and texture studies, and rapid iteration across formats. Every strategic decision, concept, and narrative remains human-led and personally conceptualised.
Where AI accelerates
Research & competitive mapping · concept visualisation · copy drafting · packaging & 3D mockups · texture & surface studies · rapid format iteration
Always human-led
Strategy · positioning · brand architecture · narrative · art direction · final craft & judgment
"She is an exceptional creative team leader with an incredible attention to detail. Brand creation, shooting concept direction, strategy, and brand tone of voice. What stands out most is how seamlessly she brings all these elements together into one cohesive vision."