New Logo, Identity, and Packaging for Hustle by Jones Knowles Ritchie

Established in 2014 by brothers Max and Graham Fortgang as a single-location establishment in Brooklyn, NY, MatchaBar is a matcha cafe that has grown into one of the biggest direct-to-consumer brands available of matcha drinks. Their first product was bottling their “ceremonial-grade” tea and landing it in Whole Foods. Their second product, an energy drink called Hustle, was specifically created and marketed for the cool, young, music festival-going crowd and with endorsements and votes of approval by celebrities like Diplo, Billie Eilish, and Drake, Hustle has taken off. So much so that MatchaBar has promoted the Hustle sub-brand to be the primary brand, allowing MatchaBar to possibly launch other products. The new identity and packaging for Hustle has been designed by Jones K