It’s just a known fact that every generation believes that they’ve had it the worst. Sure, that’s pessimistic, but there’s no generation that I’m aware of at least, that’s walking through life thinking, “Oh hell yeah, I definitely got off easy being born when I was born.”
However, as a millennial, I’m breaking through these preconceived stereotypes and stepping out on a ledge to vocalize that Gen Z got the shortest end of the stick. They have a lot on their plate, from the never-ending climate change issues to a pandemic occurring in their most developmental years to unemployment rates shattering records.
To be a Gen Z right now is not easy; in fact, according to the mental health service Lifeline, nine people die each day by suicide in Australia, and it’s the leading cause of death of young people.
UnLtd is a social organization that connects the media, marketing, and creative industry with charities working with at-risk children to ensure every young Australian has the opportunity to fulfill their potential. Recently, the non-for-profit organization wanted to create a product that could help these children in ways like never before. Enter Mood; a tea made to positively impact mental health for a generation that needs it the most.
Maud, the creative agency based in Sydney and Melbourne that’s worked with clients ranging from ABC to Diageo to Coca-Cola, designed the branding system and packaging for Mood.
Maud had to get creative to develop a tea brand for a generation that’s not typically known as tea drinkers. The vivid and playful color system helps create a dynamic identity that pulls these consumers in, and the range of expressive typography keeps them there. Each flavor and blend is descriptive of a range of moods. For example, the Sweet Lullaby is a blend of Rooibos, Licorice, and Vanilla flavors intended to calm, comfort, and relax you. The color palette for this specific blend is made up of soft blue, purple, and pink hues, featuring an illustration of a person in their pajamas watching whimsical sheep bounce through the stars above.
The Sydney-based artist Elin Matilda created the whimsical illustrations featured on each of the tea’s packaging, and they couldn’t be more positively mood-altering. Each of the blends, named by Maud, include Happy Days, Get On Up, Be Kind, Unwind, and Sweet Lullaby, feature a fitting illustration on the packaging paired with perfectly descriptive color palettes.
It’s clear that the art direction and packaging were designed with one purpose: to uplift children going through tumultuous times in a subtle yet utterly thoughtful way. As a result, each tea’s packaging shares reasons to be hopeful, with authentic stories of positive change, with all profits going towards enhancing the mental wellbeing of others.
Mood was launched just four months ago, and already since its beginning, they’ve raised over $100,000, with profits going straight towards creating mental health programs for school-aged children.
