Kitao: Brand Strategy

Kitao approached Landing International in 2018 for assistance in securing U.S. distribution. After reviewing the brand assets, Landing’s agency team saw an opportunity for Kitao to improve its brand messaging to better align with the discerning tastes of American beauty buyers. 

Landing’s strategy centered the brand around its signature matcha ingredient and how the ingredient is grown on Kitao’s green tea farm in Kyoto, Japan. 

Landing worked with the Kitao team to rewrite existing marketing materials to align with the new strategy. In addition to refining the brand messaging, Landing also renamed each of the brand’s four SKUs to better align with American naming conventions and customer expectations.

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