Matcha Ritual
An integrated campaign concept exploring how Rhode could translate a limited-edition launch into a physical brand experience.
“Not a pop-up,
but a ritual of pause”
SoHo, New York / Melrose, Los Angeles
Rhode introduces a limited-edition lip treatment collection inspired by five matcha concentrations, expressed through five shades of green.
Drawing from matcha as a symbol of intentional daily ritual, the campaign transforms product selection into a brief moment of pause—inviting guests to slow down and choose what they need.
Concept
01/ Strategic Opportunity
Rhode has built a highly recognizable visual language—defined by glossy textures, soft gradients, and restrained forms.
Its next opportunity is to build emotional meaning beyond aesthetics.
@rhode via Instagram
@rhode via Instagram
@rhode via Instagram
@rhode via Instagram
02/ Cultural Insight
As daily routines become increasingly optimized for speed, people are placing greater value on rituals that encourage presence over efficiency. Matcha has become one of the strongest symbols of that cultural shift.
03/ Why matcha?
Matcha isn't used here as a wellness metaphor, but as a material that already speaks Rhode's visual language.
Its glossy surface echoes Rhode's signature glaze, while its spectrum, from pale usucha to deep koicha, naturally extends the brand's existing shade system.
04/ Big Idea
Take What You Need.
A limited-edition lip treatment ritual: choose your matcha concentration, receive the Rhode shade that matches. A brief pause that gives you permission to pick exactly what you need — no more, no less.
Spatial
Experience
Los Angeles, Full Ritual
A flagship matcha bar where guests experience the preparation process before revealing their matched shade. The slower format creates the campaign's hero content and press moment.
New York, Instant Ritual
A street-side vending activation designed for the city's pace. No queue, no appointment—just a brief moment of pause.
Selection Mechanic
"How are you feeling today?"
The answer determines a matcha concentration, which reveals a Rhode shade.
Colour is never the starting point,
it becomes the outcome of a feeling.
Guests receive a matched lip tint and mood sticker: a tactile pairing designed to be kept, shared, and photographed.
WHY THIS WORKS?
By translating Rhode's visual language into a repeatable physical ritual, the campaign expands the brand beyond product launches into memorable, shareable experiences.
A single visual system connects every touchpoint—from packaging and product to space, interaction, and social content.