A Strategic Roadmap to Elevate Jenki from a London-Based Boutique to a Global Icon of Wellness and Community
Background
From Matcha Pioneer to Market Leader
Jenki's journey began with a bold vision: to introduce a superior matcha experience to a market largely unfamiliar with its true potential. At a time when matcha was either a low-quality powder or a poorly prepared beverage, Jenki stood out. The brand became synonymous with quality ceremonial-grade matcha and a meticulous in-store whisking experience that set a new standard. Today, the landscape has shifted. Matcha is no longer a niche product; it's a lifestyle, with options available everywhere from large chains to independent cafes. Jenki's challenge is to transcend its role as a pioneer and solidify its position as the undisputed leader.
Challenge
The Challenge: Navigating Growth, Differentiation, and Loyalty
The core business challenge is to scale Jenki from a beloved London institution to a national and international force. This expansion must be achieved without compromising the premium, authentic, and community-driven identity that defines the brand. The brand needs to be strengthened first, before the first brick-and-mortar expansion beyond London. The key is to leverage Jenki's unique intellectual property: its name, derived from the Japanese word genki (元気), meaning "life force." This is the brand's true differentiator, transforming matcha from a simple drink into a daily routine for embracing one's inner vitality. The campaign, "Find Your Genki," is a strategic initiative to reinforce this core identity, creating a foundation for sustainable, long-term growth.
Jenki 5 Year Growth Plan
Year 1: Strengthen the Brand Foundation
the aha!
The Antidote to the Grind
Hustle culture has left a generation burnt out and craving calm. They want to be productive without the crash, energized without the chaos. They're seeking a sustainable source of power that aligns with their mental and physical well-being. Genki—the life force within—is the powerful, untapped feeling they've been looking for.
The Solution
Jenki is more than just a drink; it's a philosophy. We don't offer caffeine; we offer Genki, the life force within. Genki isn't about being amped up; it's about being calmly and powerfully present. It's the feeling of sustained focus, a clear mind, and an unwavering inner peace that allows you to be at your best, not just your busiest.
(but the reality is, most customers still do not know that this is what Jenki stands for)
Campaign Idea
Find Your Genki
元気
A movement that invites people to reclaim their energy.
It's a quiet revolution against the frantic pace of modern life.
We are the brand for the creators, thinkers, and doers who understand that true productivity comes from a place of calm, not chaos.
We're asking our community to make a conscious choice: to trade the jitters for a tranquil focus, to choose clarity over frenzy, and to embrace a life force that is both powerful and peaceful.
This isn't about giving up your ambition; it's about fueling it with a higher purpose. It's about finding the ritual that grounds you, the clarity that guides you, and the life force that helps you thrive.
Flagship Store
The flagship store should be a living mood board for the Jenki brand, moving beyond a simple cafe to become a destination. This space will act as a high-end retail experience, a functional lab, and a creative studio, designed to be deeply experiential and highly shareable.
The Ritual Lab
A minimalist, open-plan space celebrating what makes Jenki different. It will feature a matcha flight experience, allowing customers to taste and appreciate the nuances of different grades of matcha. The Adaptogen and Superfood Bar will empower customers to customize their drinks with functional ingredients like ashwagandha and CBD, reinforcing Jenki's position at the intersection of wellness and contemporary culture.
Pop up Activations
Host regular, ticketed events like chawan-making workshops and Matcha & Muji Moments, blending the traditional art of tea with modern, minimalist design principles.
2. Creative Partnerships
Collaborating with aligned brands and creators will extend Jenki's reach and solidify its status as a tastemaker in the lifestyle space, beyond just a matcha brand.
Creative Partnerships
Partner with design brands like HAY to create a limited-edition "Matcha Station" kit, elevating the at-home matcha ritual into a design statement.
Sound & Sip
Partner with a cultural curators like berlioz for a series of curated playlists and after-hours sessions (think FKJ x Calm App). This will position the store as an urban retreat, creating a unique, multisensory brand experience.
3. Cultivating Community
We will build a loyal, engaged community of superfans by creating a direct channel of communication that bypasses social media algorithms.
Insider Newsletter
Launch a Substack newsletter to share behind-the-scenes content, exclusive recipes, event access, and personal stories from the founders. Think Rare Beauty’s recent foray to substack. This will create an intimate community of brand advocates focused on curation, not just the algorithm.
Merch
Collaborate with designers on "loud and proud" merchandise. Items like custom matcha fragrance collaborations and matcha-themed phone cases will allow customers to embody the Jenki lifestyle.
The next five years will focus on disciplined, strategic growth. The plan is designed to maximize long-term potential by ensuring that each step builds on the last, solidifying the brand's identity before scaling.
The 5-Year Ambition: Global Expansion
Want to see how this could come to life?
Hi, I’m Nadia. I’ve led multi-million-dollar global consumer brands as Head of Brand Marketing, helping them move from stagnation to double-digit growth through brand strategy that works across touchpoints, markets, and both short- and long-term horizons.
What you’ve just read is a snapshot — a 12-month taster for Jenki. If you’re curious about how this plan could come to life, or if you’d like to see how I’d map out a five-year vision in detail, I’d love to chat. Drop me a note at npwibisono@gmail.com — let’s build something that lasts.
