Approach

BrandWorks was engaged to provide the overall brand position, art direction, packaging, copywriting and tone of voice for the new range. Evolving the current brand identity into a new direction, the aesthetic was inspired by memory and abstract reflection. A high quality tea for premium hospitality brands and for the tastemaker at home, the range seeks to extend the goodwill of the Maho label, determined to elevate the everyday into a experience like no other.

Comprising of a collection of 14 signature blends, the series collection includes black and white, alchemy ‘green tea’, and a mixology and master series. Paired within the range comes a collection of teaware designed for the modern drinker. A diffuser and cup come together as one to provide a holistic solution designed to expand your bandwidth and help you reach a new state of calmness.

Challenges

One of the key challenges in introducing this new range was in finding its unique position in the highly competitive tea category. Where there are already significant players in market and established in hospitality and retail, there was inspiration behind the range to being story led, reflecting on personal anecdotes and romancing memories of previous time and places. Creating a more intimate connection with the drinker, this helped position the brand as a conduit to an emotional feeling beyond the flavour note and health benefits. This enabled the brand identity and the packaging design to resonate with a distinctive aesthetic tailored to high modernistic values and unique sense of worth.

Result

Soon-to-be release to the public, Maho Sensory Tea invites you to embark on a journey of discovery and tales beyond the horizon and begin your masterclass in the art of tea today.

More:

mahosensory.com.au

@mahosensory