Scope of work
at a time.
MOOD is the brainchild of UnLtd – a not-for-profit helping youth living at risk in Australia. It connects the power, financial and cultural influence of the media industry with small, youth-focused charities to create positive social change. From its work with charity partners, UnLtd sees first-hand what a critical issue mental health is for young Australians. Nine people die each day in Australia by suicide. It is the leading cause of death of young people, which is not okay. So, it decided to do something about it.
Bringing the media and marketing industries together, UnLtd decided to launch a social enterprise and to create a physical product to sell, to raise funds to fight youth suicide. UnLtd asked us to use our skills for good to help them create a product with purpose – tea that saves lives.
The data all points to the older demographics being the biggest tea consumers, getting through around 10 cups per day. But we didn’t believe young people don’t drink tea at all, we just didn’t think the right tea had come along to appeal to them yet.
So, how do we create a tea brand that makes people who don’t normally even like tea, want to be seen drinking it? We create a brand that young people can relate to and feel proud to share with their mates.
Gen Z has a lot to be pessimistic about – climate change, unemployment and massive debt. Faced with such insurmountable problems, it’s easy to see no cause for optimism. But while most charities spend too much time dwelling on the negative, our strategic opportunity was to position Mood tea as a brand that’s optimistic about the future, and every person’s ability to make positive change. Tea with a bright side became our north star.
Mood teas are designed to make you feel good and have a positive impact on your mental wellbeing. Every pack shares reasons to be optimistic, with real stories of positive change and all profits go towards improving the mental wellbeing of others.
A tea brand that does good, makes you feel good and tastes good needed a bright, colourful and expressive visual identity. The wordmark is solid, bold and dynamic, and regardless of what you pair it with, nothing will conquer it. We picked a range of typography to suit the flavours and express the ‘moods’, while the commissioned illustrations are a charming and mood-enhancing way of capturing each individual tea blend – Happy Days, Get On Up, Be Kind, Unwind and Sweet Lullaby.
Art direction and photography is both authentic and uplifting to reflect that Mood is optimistic about the future, and every person’s ability to make positive change.
“Working with Maud was fantastic. They were friendly and professional, putting an exceptional level of detail, thought and craftsmanship into everything they touch. They really got our purpose, our mission and who we were looking to reach, then presented ideas that went above, outside and beyond what we were imagining. I love our brand; our packaging and the identity Maud has created for MOOD.”Jenni Hayward, GM of Little Colossus | MOOD
at a time.
MOOD is a social enterprise committed to fighting youth suicide in Australia. MOOD asked us to use our skills for good to help them create a product with purpose, with all profits going towards funding mental health projects to save young lives. What did we come up with? Tea that saves lives.