About the project

Fore Coffee has established strong brand salience and awareness as a nationwide coffee chain; however, it is now entering the matcha product landscape, competing against specialized matcha brands.

The matcha product line is overshadowed by the coffee category; therefore, Fore needs to develop a new communication approach to bring Fore Matcha to the forefront—enhancing its preference against ceremonial matcha brands that emphasize authenticity and origin.

The matcha category is gaining popularity through ceremonial matcha, which embodies an affluent and premium image—unlike Fore Matcha, which only offers the signature variant. Wellness initially emerged as a pursuit of balance and harmony between body, mind, and spirit.

However, over time, it has shifted from feeling good to looking good, influenced by consumerism, social media, and the pressure to perform self-care.

Together with Fore’s brand team, we developed the idea of Fore Matcha Club—positioning the brand as something to be collectively celebrated by those seeking harmony and balance in life. By collaborating with communities and opinion leaders that support wellness-intended lifestyles focused on well-being and mindfulness, we aim to strengthen the product’s proposition.

Community collaboration: 7 communities (Huru Hara Running Club, Radio Rumah Oma, Bartega Painting, Menjadi Manusia, Foreword Library, Deleche Studio, Toko Kembang Bahagia)

Results

40K Total Visitors · 28 Accounts KOL (8 Macro + 20 Micro) · 3.93 Million Total Reach · 73K Total Digital Interactions · 148 Total UGC