More often than not, content production comes hard and fast, and sometimes tight turnaround times and sheer quantity are prioritised over proper creativity. It was a welcome change, then, to be commissioned by hot new restaurant and café How Matcha in Marylebone for their copy approach. While few words formed part of the deliveries for the brand – which specialises in its namesake green powder said to be packed with antioxidants – it required thorough research and decent brainstorming to arrive at an agreed concept.
While other matcha brands lean into a space of sickly-sweet and Japanese cutesy, I came up with an approach that cuts through the noise of the competition by leveraging a punchier, more attitudinal tone of voice with a bit more of an edge.
From the neon to the napkins, the website to the menu, copy exudes personality at every touchpoint. How I pitched it to the client? It's not arrogance – it's confidence. Go get your greens and check it out.
How Matcha, 47 Blandford Street, W1U