matcha’liciouswild lab · One product. Five campaigns.
Five AI campaigns for one single product
One tin. Five worlds.
Almost every brief comes with a quiet question underneath: what if we tried it completely differently? So we turned that question into a series. One product, five campaigns, each with its own story, mood, photography and graphics. This first round stars matcha’licious, a matcha that only exists in our heads.
Invented brand, made with AI. Concept, branding and art direction by wild & co.
What never changes
One tin that fits every world.
matcha’licious is an invented matcha in a small 30 g tin: lime green with a pink lid, a narrow dark green serif wordmark, coral petals and cobalt dots. The tin and the wordmark always stay the same; everything else is allowed to change.
- Electric Lime#D8FF00
- Hot Pink#F30877
- Forest#07351C
- Coral#FF5148
- Cobalt#2615F8
- Blush#FFDBE6
One brief · five answers
Not five backgrounds behind the same packshot
A café crush, a fictional service desk for grey days, a quiet ritual, a night at a listening bar and a city in bloom for a day. Each campaign has its own way of telling, its own place and its own visual language. Only the tin, the wordmark and six colours stay put.
The same tin, five art directions, five stories, five worlds with nothing in common except the product. Every campaign gets a new story, mood, photography, graphics and tone of voice. Not five backgrounds behind the same packshot.
It shows how much art direction really changes, and how far one brief can travel when the idea leads, not the background colour. The five worlds are called Sip Crush, Good Energy Department, Soft Magic, After Hours and Grow Wild.
Five channels · one tin
Five worlds, one tin
Switch through the five campaigns. Each one takes over the whole section with its own story, imagery and graphics, shown with its two slides from the carousel. Only the tin stays as it is.
A little crush in every cup.
The first sip feels like a little crush. The campaign makes matcha desirable through closeness, glances, hands and a strawberry matcha you want to try straight away.
- Storytelling
- A small love story
- Imagery
- Pop food meets beauty editorial: hard sunlight, glossy strawberries, pink and fresh matcha green.
- Video idea
- A hand reaches for the glass, first sip, eyes meet, drops draw a heart.
Your day called. We answered.
An invented department takes in grey days and answers them with a small matcha ritual. The humour lives in the service process, not in a health claim.
- Storytelling
- A fictional service with humour
- Imagery
- A built seventies office, symmetrical scenes, real props and hard shadows.
- Video idea
- The phone rings, the service window opens, a cup is handed over, the stamp comes down.
Make this moment yours.
Matcha becomes part of a quiet ritual of your own. The mood comes from light, fabric, gesture and attention, with no borrowed symbols and no promised effects.
- Storytelling
- A personal ritual
- Imagery
- Soft pink, sheer lime green, warm daylight and ceramics. Closer and slower than the other four.
- Video idea
- Fabric moves in the light, matcha is whisked, one breath, the cup in both hands.
Your night looks good in green.
Matcha leaves the morning drawer and finds a place in the evening. Two friends meet at a listening bar, and the product is part of an urban moment.
- Storytelling
- A night story
- Imagery
- Cobalt, hot pink, chrome, wet streets and direct film flash, like scenes from a night story.
- Video idea
- The door to the bar, ice in the glass, the pour, a quick glance, the street after rain.
Take the wild way home.
The city blooms for a day. A built installation of oversized paper flowers turns matcha into an event in public space, while the tin stays realistically small.
- Storytelling
- A city takeover
- Imagery
- Fashion campaign meets street activation: big shapes, real city space, cobalt, coral and lime.
- Video idea
- An ordinary walk, suddenly flowers, someone finds the kiosk, matcha in hand.
Side by side
Five worlds at a glance
| Campaign | Storytelling | Imagery | Place |
|---|---|---|---|
| Sip Crush | A small love story | Food and beauty pop | Café |
| Good Energy Department | A fictional service with humour | Retro set and props | Office and counter |
| Soft Magic | A personal ritual | Calm, sensual photography | Room and garden |
| After Hours | A night story | Film flash and urban colour | Listening bar |
| Grow Wild | A city takeover | Fashion and built set design | Public space |
What stayed: tin, wordmark, six colours. What changed: everything else.
From brand board to campaign
What stays, what changes
First we fixed the constant: a tin at its real size, never enlarged for effect, plus the wordmark and headlines as vectors. Then every campaign got its own moodboard, three visuals, a headline, a graphic and an idea for social ads and video.
- BriefOne product, five independent campaigns that still belong to the same brand.
- ConstantThe same tin, the same wordmark, petals and dotted lines as a recurring motif.
- MoodboardsOne per campaign, from pop food photography to direct flash at night.
- DesignFive headlines in the same serif, five graphics of their own and a palette of six colours.
- CampaignsThree visuals per world, ideas for social ads and video, and a carousel with an animation.
One tin. Five worlds.
- Brand
- Matcha’licious, fictional
- Series
- One product. Five campaigns., Vol. 01
- Campaigns
- Five worlds, three visuals each
- Carousel
- 16 slides, one of them animated
What this means for your product
Before you choose a direction, you can see it. We develop several campaign worlds for your product side by side, with images rather than just words. That turns “what if?” into a real basis for a decision, for a launch, a season or a new positioning.
AI imagery & AI video for your brand Guide: AI images for business
Channel 06
Bring one product. We’ll bring five ideas.
Curious how your product would look in five different worlds? Write to us, we start with a conversation.
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