Mood Tea
MAUD, 2021
MOOD Tea is a purpose-led tea brand created to make mindfulness feel more accessible to young people with all profits supporting mental health charities. As such the identity needed to balance a serious social purpose with the warmth, optimism and everyday ritual of drinking tea.
At the centre of the system is a responsive wordmark, where the first two letters remain fixed and the final two letters change to express the mood of each blend. This created a simple but flexible identity device, allowing the brand to shift between different emotional states while retaining clear recognition across the range.
Illustrations by Elin Matilda Andersson brought colour, warmth and character to the packaging, helping the brand feel generous and approachable rather than clinical or worthy. Together, the changing logo and illustrated system gave MOOD a distinctive product language: one that could speak to energy, calm, comfort and focus, while keeping the brand anchored in its broader mission to support young people’s mental health.
Completed while Executive Creative Director at MAUD, alongside Tonia Mo, Luke Hoban and Rose McEwan. Illustrations by Elin Matilda Andersson.