At Matcha Dive, they believe in embracing life, change and transformation — and doing so with an ear to ear grin. They cherish the weird, uncanny and hard working. Matcha Dive likes to introduce themselves as your neighbourhood matcha dealer that can bring you more than a cup of tea, more than a drink that can enhance your life.

Matcha Dive came to Cartel to help bring their story to life and to help launch their brand. Cartel designed their packaging, and art directed / produced their go to market campaign photoshoot.

The direction of this campaign followed the story of the neighbourhood matcha dealer — showcasing his life in 3 punny, utopian-like scenes. The photoshoot showcases the interactions between the dealer and the consumer, while bringing to life the eccentric, playful and nostalgic tone of the brand.