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Matcha Memoir
Role: Shopify Designer · SEO Strategist · Content & Social Media Lead
Date: On-going
Matcha Memoir is a boutique, female-founded matcha brand blending high-quality ingredients with playful branding and purpose-led values. I led the full digital build, from web design and SEO to early-stage content and social media strategy—laying the foundation for a scalable, story-driven eCommerce presence.
As a brand-new business, Matcha Memoir needed everything built from scratch: an SEO-optimised Shopify site, clear brand messaging, a functional product structure, and a social media identity that could scale with growth. The goal was to create a visually engaging, search-friendly store that could drive organic traffic and conversion from day one.
What I Did
Brand Identity & Strategy
- Led the complete development of the brand’s identity from the ground up, including brand overview, positioning, and messaging
- Crafted a purpose-driven tone of voice and visual direction aligned with the founders’ vision and target audience
- Delivered a full brand strategy document covering:
- Brand message, design philosophy, and values
- Tone of voice guidelines (what it is, what it’s not, examples, and social media caption templates)
- Typography direction and visual consistency
- Core messaging house, brand pillars, and umbrella statement
- Detailed buyer personas (demographics, pain points, motivations, and buying behaviour)
- “Reasons to believe” and how Matcha Memoir fits into her life
- Ensured every touchpoint — from site copy to visuals to social — aligned with the overall brand vibe
Visual Content Creation
- Shot and edited all brand photography and product videography in-house, with a focus on visual storytelling and brand cohesion
- Styled all product imagery for the website, social media, and promotional assets
- Edited short-form videos and GIFs for use across Shopify and Instagram/TikTok
- Maintained a consistent, aesthetic-driven visual language across platforms
Shopify Design & Development
- Designed and built the full Shopify site: homepage, product pages, collection pages, blog, FAQ, wholesale, and more
- Developed custom Liquid sections (HTML & CSS), including video headers, accordions, and branded layout components and more
- Integrated and optimised key Shopify plug-ins (e.g. bundles, product discovery tools) to boost UPT and AOV
- Created a seamless, mobile-friendly shopping experience that balances aesthetic and functionality
SEO Strategy & Copywriting
- Wrote all website copy with SEO and tone of voice in mind, aligned with keyword strategy and UX hierarchy
- Created high-intent, search-targeted collection pages like “best vegan matcha” and “matcha for hormone balance”
- Implemented structured data (Product, FAQPage, Organisation schema) across the site for enhanced visibility
- Built internal linking strategy and optimised metadata across all key landing pages
Social Media Content & Strategy
- Created the foundation for content strategy across TikTok and Instagram
- Developed content pillars, visual templates, and brand-aligned captions
- Planned launch content and early-stage social structure to support community building and education
Results
- First-page Google rankings within 3 days of launch for high-intent search terms like:
- “best vegan ceremonial matcha”
- “black and gold marble matcha bowl”
- Built a fully optimised, conversion-focused eCommerce site pre-launch with scalable foundations for organic growth
- Social and content systems in place to support consistent brand storytelling and audience-building
