Tea that saves lives

Awesome agencies

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 UnLtd, a not-for-profit helping youth living at risk in Australia saw an opportunity to bring optimising with positive change.

With this focus of making a “product with purpose”, UnLtd worked with Sydney and Melbourne-based design studio Maud to create MOOD, a tea that would literally save lives.

MOOD is 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.

A range of typography to suit the flavours and express the ‘moods’, with a series of charming illustrations by Elin Matilda capture each of the individual tea blends – Happy Days, Get On Up, Be Kind, Unwind and Sweet Lullaby.

Four months since MOOD’s launched over $100k revenue has been generated, with profits going towards mental health programmes for school children via charity partner Batyr and kids in regional Australia via charity partner BackTrack.