Launching a branded matcha universe with Emili Sindlev

ODD BALANCE is a new matcha brand launched in Denmark in collaboration with Emili Sindlev with strong awareness driven by community and social presence.

As a new brand, ODD BALANCE needed a complete digital foundation that could support brand storytelling and commercial execution from day one. The ambition was to create a clear and distinctive digital presence while ensuring the setup was flexible enough to support future growth and interest outside Denmark.

The challenge was to design and launch everything from scratch while aligning brand identity, ecommerce strategy and marketing execution within a short timeframe.

Mercive was responsible for the digital strategy, design and development across the project.

We ran a full wireframe and design process to define the structure, look and feel of the website and the overall digital experience. This ensured alignment around user journeys, content hierarchy and conversion points before development began.

Based on this foundation, we designed and built the ecommerce setup on Shopify including frontend development, payments, shipping, fulfillment and integrations. In parallel, we set up CRM and marketing foundations to support community engagement, awareness and paid marketing from launch.

The result was a playful and encouriging digital setup supporting brand launch and continued iteration.

• Successful launch of a new matcha brand with a clear digital direction
• Fully designed and developed Shopify storefront built end to end
• Strong foundation for CRM and marketing activation
• Ecommerce setup ready to support growing demand and future expansion
• A flexible platform enabling ongoing optimization and development