Midnight Matcha is a bold, late-night indulgence brand that reimagines matcha as a craveable, rebellious treat. Crafted for night owls, flavor chasers, and dessert lovers who don’t settle for average, Midnight Matcha brings big flavor, high craft, and playful storytelling into the frozen aisle.

Design a social-first product launch for Midnight Matcha’s "Choco Matcha Chip" ice cream sandwiches. The campaign needed to:

Build buzz around the new product

Spark engagement with relatable, shareable visuals

Position Midnight Matcha as a cool, must-try cult brand

The content direction blended artisanal quality with bold, rebellious humor, balancing dreamy textures with punchy, scroll-stopping graphics. The campaign was split into three content pillars:

Product Hero: Craveable close-ups and bold product reveals

Culture Play: Witty memes tapping into foodie humor and late-night culture

Brand World: Consistent visual branding elements (Midnight Matcha capsule logo, playful type treatments, and vibrant color palette)

"To amplify Midnight Matcha’s playful, cult-brand identity, we created relatable meme-style social content designed for high shareability. Using classic art references and bold wordplay, the visual ties the brand’s premium quality to an accessible, cheeky tone of voice."

Palette: Matcha green, creamy neutrals, electric yellow accents

Textures: Crinkled parchment, soft grain, painterly finishes

Typography: Bold sans-serifs with typewriter-style accents

Tone: Playful. Indie. Deliciously bold.

Across all assets, Midnight Matcha’s tone stayed consistent:

Slightly rebellious but still high-quality

Designed to move fast through culture (Reels, memes) while anchoring back to product obsession

This project demonstrates how a bold product with a niche flavor profile can be launched into culture through:

Strategic social media storytelling

Modern branding elements

Visual energy that stops the scroll

Midnight Matcha blends indie aesthetic with mass-market craveability. This spec campaign proves that even niche products can feel like instant cult classics with the right creative direction.