JKR Rebrands Hustle, The Plant-Based Matcha Energy Drink
by Bill McCool on 01/21/2020 | 2 Minute Read
Hustle is the world's first no-sugar added plant-based matcha energy drink by MatchaBar, the fastest-growing brand in natural energy.
MatchaBar co-founder and CEO Graham Fortgang said, “To reach the stage in our business where we can bring in an agency like JKR is an exciting moment. We’ve seen what they’ve done in the market - from dropping the “Donuts” in “Dunkin” to their iconic branding for Hippeas - we wanted to enter the new decade with a new look and a clear message - positive energy. As make the move to bring matcha to the masses, we wanted to create a new identity that speaks to the future of energy for all.”
“Hustle is all about positive energy, so we created a brand that looks how the product makes you feel,” said Stephen McDavid, Creative Director at JKR. “While digging for an ownable look and feel, we were inspired by the vibrant visual language of funk music, an inclusive culture that encourages self-expression and positivity. Music has always been in the brand’s DNA; we just turned it up to 11.”
- Agency: Jones Knowles Ritchie