DESIGNER

Gloria Liu

PROFILE/DESCRIPTION

Part 1:

Rocky’s Matcha is a small, independent tea brand founded by Rocky Xu in 2022. The company is based in Los Angeles but has had pop-ups in cities like Miami and Tokyo, reflecting its growing reach and cultural influence. Despite its small size, the brand is gaining traction quickly, largely through word of mouth and a strong visual identity. Rocky’s Matcha focuses on offering high quality, ceremonial-grade matcha sourced directly from Japan. Rocky’s Matcha exists to make high-quality matcha feel approachable, enjoyable, and grounded in community. The brand values transparency (sourcing directly from Japanese farms and clearly labeling cultivars), intentionality (offering a small range of focused, high-quality products instead of a wide catalog), creativity and aesthetic (reflected in minimalistic packaging and curated pop-ups), accessibility (encouraging anyone to experience matcha). The company culture seems close knit, creative, and mission driven. It's likely a collaborative, startup-style workplace with strong attention to detail and branding.

The company offers a thoughtfully curated range of matcha products, including: Single Cultivar Matchas (e.g., Gokou and Okumidori), Blended Ceremonial Matcha, Houjicha (a roasted green tea with lower caffeine), Matcha accessories like bamboo whisks, ceramic whisk holders, tea sifters, and branded merchandise

My campaign will center on the different types of matcha powders they offer to make matchas at home. I would highlight the authenticity of its sourcing, the simplicity and clarity of its offerings, and the personal, human touch behind the brand. Visual storytelling, lifestyle aesthetics, and education about matcha culture will help the brand reach both first-time buyers and returning customers.

Part 2:

Westwood Los Angeles, California, United States, 90024. The brand is funky, aesthetic, very contemporary, and urban—very fitting for a place like Los Angeles. Westwood would be ideal for an advertisement for Rocky’s because it's one of the more wealthier areas of Los Angeles. The matcha powder is not that cheap, so finding a demographic that would be willing to pay the price and who are more likely to know what it is, is pretty important. Also, UCLA is in Westwood, which is perfect because matcha (specifically matcha lattes) are super popular among the young people, especially college students. The aesthetic of the brand would also be very appealing to the younger crowd.

Part 3:

Brand Advantages: Directly sourced, high-quality, aesthetic packaging, thoughtfully curated

Brand Attributes: Minimalist, authentic, youthful, transparent

Brand Experience: Calming, elevated, personal

GOALS

After seeing this campaign, I want people to feel inspired to slow down and appreciate the small rituals in their day—starting with a great cup of matcha. I want them to know that Rocky’s Matcha offers premium, authentic Japanese matcha that’s approachable, beautifully packaged, and thoughtfully made. I want people to visit rockysmatcha.com, explore the ceremonial blends, and try making matcha at home with beginner friendly tools.