Matcha is rapidly gaining popularity in Europe, evolving from a beverage into a lifestyle expression. Consumers are showing growing interest in Japanese tea culture. In this context, the client aims to build a matcha-focused brand tailored for the European market.

We found that existing matcha brands are highly homogenized with weak product differentiation. The brand needed clear and distinctive entry points into the market, informing its brand strategy, visual identity, and packaging design.

Our market research shows that European matcha enthusiasts prefer long-established Japanese brands, while sustainability and craft-driven products are highly valued in the market. We identified a gap for matcha tools that combine quality, aesthetics, and traditional craftsmanship with modern living. The brand will enter the market through a hybrid model of distribution and its own matcha tools line to build a distinctive position.