Café Matcha sought to introduce a brand with its own rhythm: matcha-forward, design-minded, diner-coded, and built around everyday ritual.
The ask? Create a complete email ecosystem to match, translating the brand’s tactile world for the inbox.
With that in mind, we crafted a launch strategy that included thoughtful templates, creative flows, and intentional segmentation. The result: a confident debut with strong early engagement, rapid list growth, and a brand identity that felt “lived in” from day one.
About the Client:
Café Matcha is Alfred’s new concept: A Japanese-style matcha diner built around warm hospitality and ceremonial-grade craft.
Think newsprint menus, a soft color palette, countertop nostalgia, and a meticulous matcha ritual, made friendly and accessible.
Challenges:
The goals were clear, but the execution required precision. How do you launch a brand with a uniquely analog, diner-inspired identity through a digital channel without losing the tactile, handmade feeling that defines it?
Intentions:
Our Approach:
Every decision started with the brand’s core qualities:
Our strategy included:
We built flows around ritual:
Launching a brand with a visual world this specific? We build email ecosystems that carry every detail (color, craft, and cadence) into the inbox without losing what makes the brand feel human. Let’s design a campaign worth sending.
We executed a warm, high-engagement email marketing strategy, with launch numbers all well above industry benchmarks.
56% Average Open Rate
3% Average Click Rate
2.5% Average Placed Order Rate
We executed a warm, high-engagement email marketing strategy, with launch numbers all well above industry benchmarks.
56% Average Open Rate
3% Average Click Rate
2.5% Average Placed Order Rate
