The brand & goal
About Matcha is a new matcha concept built from scratch in Warsaw. The ambition was bigger than simply launching another matcha spot — we wanted to make About Matcha the number one brand in the category and turn it into a name people across Warsaw knew.
What we did
We built a full GTM strategy around the entire brand ecosystem — from positioning and content to performance, SEO, influencer marketing, partnerships and events. The goal was to create more than a product: a community strong enough to make About Matcha part of Warsaw's everyday culture.
In motion
TikTok, Instagram, SEO, performance and contextual ads, influencer campaigns, promo teams, events and brand partnerships — all working together to turn attention into real footfall and build a community around the brand.
The result
- 3M+ Instagram reach
- #1 position in the local matcha niche
- Constant queues at the bar
- First to introduce an integrated online ordering & POS system
- 3 new locations opened across Warsaw
- A community that made About Matcha one of the city's most recognisable matcha brands
