What it had to solve
Take matcha to the masses in what experts claimed would be a $32 billion global natural energy market by 2025, with portfolio architecture deciding how Hustle sits beside cult favourite MatchaBar while leaving room for future innovation.
How it works
The brand world spans visual identity, packaging, digital, in-store and out-of-home, with a different Hustler character for each product. 'New Decade, New Hustle' asks the original MatchaFam — Billie Eilish and Diplo — what hustle means to them. The line launched 15 January 2020 DTC and in Sprouts, Wegmans, Whole Foods and 1,500 CVS stores.
What it did
The line rolled out nationwide at launch as 'the world's most positive energy drink'. No sales figures were reported.
Background
In early 2020, MatchaBar — the New York matcha brand run by brothers Graham and Max Fortgang — expanded its Hustle energy line with a full rebrand by Jones Knowles Ritchie, a year after launching the first-ever plant-based matcha energy beverage and shifting to no-sugar-added, fruit-juice-sweetened flavours.
JKR's answer was a brand that 'looks how the product makes you feel': a free-flowing wordmark, funk-inspired typography, a witty tone of voice and a punchy palette, plus the Hustlers — an androgynous, funk-fuelled crew of spokes-creatures with a different character for each product in the range. JKR was also strategic about portfolio architecture, establishing how Hustle sits with cult favourite MatchaBar while leaving room for future innovations.
The first brand story, 'New Decade, New Hustle', called on original MatchaFam members — Artist of the Year Billie Eilish and Grammy-winning DJ Diplo — to say what hustle means in the new decade. The full line went on sale DTC on 15 January 2020 and nationwide at Sprouts, Wegmans, Whole Foods and 1,500 CVS stores.
Why it lands
Funk's visual language of self-expression and positivity gives 'positive energy' a concrete look instead of a slogan.
A different Hustler creature per SKU makes the range collectable and gives every product its own voice.
Pairing the launch with Eilish and Diplo — genuine early fans — keeps the community story credible rather than rented.
What you can take
A sub-brand needs its own soul: give the new line its own cast and music, and it can grow without cannibalising the parent's meaning.
Since then
The Hustle Energy line launched on 15 January 2020 with additional retailers to be announced. No performance figures were published.
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