FINALLY, A TEA WITH TEETH

People drink tea for the experience, not the nutrition, right? You want vitamins or protein, get something else. Entrepreneur Julie Lee wanted to change that. She saw the opportunity to take a family recipe for Moringa tea and make a disruptive brand.

The leaves of the Moringa tree are a superfood, full of vitamins and nutrients. I developed the tagline "Expect Mori From Your Tea" to express that Mori Leaf was no ordinary tea.

Indian elephants love Moringa leaves, hence the brand mascot, which pairs with an organic and simple type treatment. Eclectic typography and playful illustrations rounded out the expressive brand.

Did you know?

Our earliest written evidence for 'freelance' comes from Sir Walter Scott's Ivanhoe, in which a lord refers to his paid army of 'free lance' knights. When freelance first came into English in the early 1800s, it was used to refer to an individual who would work for whichever business or person paid them.