MatchaBar is a major direct-to-consumer brand of matcha drinks. Max and Graham Fortgang’s first product was a “ceremonial-grade” tea available at the likes of Whole Foods. Their second product, the Hustle energy drink – with the new identity and packaging designed by Jones Knowles Ritchie – was specifically created and marketed for a young, hip, music-loving crowd and has earned endorsements by celebrities like Drake and Billie Eilish. The early success of the energy drink has led MatchaBar to promote the Hustle sub-brand to be the primary brand, placing it above Marcha Energy, the original name.
