The next big matcha brand by ashley alexander
Research & Analysis
Nami Matcha was launched on July 15th, 2024 by Ashley Alexander,
also known for her YouTube Channel, Urmomashley.
Nami Matcha rapidly grows as it sells out within minutes every restock launch.
The brand is a small, but mighty team who are inevitably set up for success within the matcha business.​​
Nami Matcha existed for less than a year, and is only at the start of what tremendous success lies ahead.
Here is some analysis on where Nami currently stands to find my starting point to help grow the brand.
Strengths
-
Ashley’s existing fanbase and network allows the brand to grow through PR packaging, event promotion, and pop-ups.
-
The brand has a strong branding identity and style guide that is identifiable amongst other matcha competitors.
-
Reels and customer engagements are strong stemming from Ashley's YouTube channel base.
Weaknesses
-
The website and social media has a mix of iPhone to studio pictures and lacks consistency of the brand’s position.
-
The brand is positioned as a "Youtuber created" business. In some cases, this can be beneficial; however Ashley dedicated time and energy to bring good matcha to her fans. It should be understood as a well-built company rather than as another form of profit.
Opportunities
Threats
-
The website and social media could include more graphic design and photo editing to elevate the brand as a matcha brand, rather than just a matcha brand powered by a fanbase - people love nami because they love the matcha.
-
The matcha product is groundbreaking for the food and drink industry. Nami has more reach than just as a piece of merchandise from a YouTuber, but in other spaces like coffee shops, restaurants - extending past the content creator space.
-
Many people will have different matcha flavor profile preferences (ex. nutty, umami, sweet, etc.) This may weaken customer's purchasing choices and may opt for a different brand.
-
Other influencers’ opinions and UGC can promote a different preference in matcha and push negative reviews with their own fanbase.
-
The matcha consistently selling out may deter customers to give up on trying this in-demand product.
Strategy
Provide graphic designs that promote the elevated quality of Nami Matcha amongst its competitors as a well-loved and curated matcha brand, made with intention, through the upcoming strawberry matcha restock.
Avoid being perceived as a matcha brand made just for the trend, cultural appropriation, and profit generator.
Branding
As for branding, I wanted to use graphic design to excite fans about the next restock of the bowl and whisk sets, specifically the strawberry matcha restock - further promoting her exclusive email list "The Matcha Mob"
for customers to get their hands on the launches first.
I looked at the website and saw opportunity for the images to elevate the brand, and bring awareness to the demand of the product for customers to show its popularity.
Current website banner:
Proposed Website banner
Social Media
The social media is already in great standing with its relatable personality and promoting the at-home matcha experience. Where I saw potential in the social media is using graphic design to promote events, restocks, and launches to add a touch of professionalism while maintaining Nami's branding.
​
Currently there is no graphic that blends the feed's aesthetic and informs the customers about how the matcha sold out in 6 minutes - VERY impressive !!
I wanted to highlight the demand to not only inform customers,
but to show how eager people are to pressure them to want to find out what the hype is all about!
last "sold out"
insta feed mention
Proposed "sold out"
Insta Graphic
Proposed Restock social media promotion
Along with the promotion of an in-demand product, I think informative graphics or posts on Instagram
can help solidify a secured customer base prior to the restock. It also gives a better estimate of the demand
and people can share with their friends about the next launch.
​
The audience can easily look at Nami and notice the out-of-stock products, but may leave without any notice/information of a restock. Hence, why I think these graphics can keep those brief customers to become part of the matcha mob!
Nami MAtcha Pop UP Tour
Nami mainly promotes its Pop-Ups through Ashley's YouTube channel. With it's successful past Pop-Ups in New York and Los Angeles, I wanted to revamp the idea of the Pop-Ups!
Here is the existing Nami Matcha Pop-Up Promo on their Instagram:
This is my proposed Pop-Up tour!
After 1-2 more test pop-up locations, Nami can make a tour around the U.S!
I created a two slide Instagram Promo for the graphic to match the feed more, while building the excitement for a tour. As a college student, brands have done tour bus stops around campuses to promote and sell a product.
Thank you for reading! And if you're part of the Nami team, don't hesitate to reach out ;p