MATCH is a new, design-led brand launching in late 2026, focused on beautifully designed matcha accessories (bowls, whisks, holders, spoons) rather than the tea itself. The goal was to craft a pre-launch social content strategy that positions MATCH alongside design icons like Gustaf Westman, HAY, and Glossier not traditional wellness brands.Position matcha rituals with the nuance of wine connoisseurship.

Position matcha rituals with the nuance of wine connoisseurship.

The Challenge: Create a pre-launch social content strategy that:

Disrupts the "Wellness Aesthetic" (no more cream backgrounds and serif fonts).

Positions Matcha Tools as Design Objects (comparable to HAY or Gustaf Westman).

Demonstrates Editorial Mastery (treating Instagram carousels as mini-magazine articles).

With 8 years of UI/UX experience (including work with YC-backed Nophin), I know that clean landing pages don't always translate to viral social content.

For MATCH, I shifted the strategy from "promotional" to "documentary-style storytelling."