Vale Matcha: brand and product strategy for a functional drink.

Challenge. A premium functional matcha startup, working across retail and automated formats, needed a brand and product proposition that held together across both.

Approach. Brand and product strategy: the proposition, the positioning and how the product reads across formats, so retail and automated channels tell one story rather than two.

Category. Functional beverage, CPG. A case that shows the beverage practice beyond wine: the same read of product, occasion and format applied to a modern functional drink.