CHA CHA MATCHA

Turning Matcha Into a Daily Ritual

Cha Cha Matcha wanted to introduce itself to the Boston market by positioning matcha not just as a drink, but as a daily ritual that balances calm energy with focus.

For this campaign, I helped shape a concept centered on this duality of calm and energetic, showing matcha as an alternative to traditional caffeine routines. The goal was to make matcha feel approachable, habitual, and culturally relevant for college students and young caffeine drinkers in Boston.

The creative direction leaned into everyday moments where students study, socialize, and recharge, reinforcing matcha as something that fits naturally into their routine rather than a one off trend. The messaging highlighted both the soothing and energizing aspects of matcha to build stronger emotional association with the brand.

Targeting Boston college areas, the campaign focused on building awareness and establishing Cha Cha Matcha as part of students’ daily habits, helping expand the brand into a new market.