Image Credit : Meagan Harding
Project Overview
Maho is one of Melbourne’s most exciting and emerging brands within the home & wellness category. After launching its highly successful incense range, its focus has now turned towards a modern tea range. The brand initially launched an incense range that achieved great success in the market. They have now shifted their focus towards introducing a modern tea range. Maho Sensory Tea offers premium tea that elevates wellness and well-being, with each brew crafted by blending old-world traditions and modern techniques. The brand promises to bring a moment of tranquillity and peace with every cup of tea. The new range offers an antidote to modern-day stresses and has been developed to meet the needs of health and wellness enthusiasts. Maho Sensory Tea promises to deliver an elevated tea experience, with a focus on quality, taste, and modern wellness trends.
Project Commissioner
Project Creator
Team
Strategist & Creative Lead: Michael Tan, Miranty Annisareta
Designers: Gift Wwararom
Project Manager: Lan Lan
Project Brief
Following the success of the Maho Sensory incense range, Maho had a new mission: to create an exciting and unique sensory experience with its premium tea range. BrandWorks was brought on board to lead the charge with the brand's overall positioning, art direction, packaging design, copywriting, and tone of voice.
The new aesthetic draws inspiration from the client’s personal memory and abstract reflection, giving Maho's current brand identity a fresh, modern twist. The range is positioned as a high-quality tea for both premium hospitality brands and tastemakers at home, aimed at elevating everyday tea drinking into a truly memorable experience.
Project Innovation/Need
BrandWorks was enlisted to develop and transform the existing brand identity of Maho into a new direction. Drawing inspiration from memory and abstract reflection, the team provided overall brand position, art direction, packaging, copywriting, and tone of voice for the new range. The Maho Sensory Tea collection was created with the goal of elevating the every day into an experience like no other, offering a high-quality tea suitable for premium hospitality brands and tastemakers at home.
The range includes 14 signature blends, consisting of black and white, alchemy green tea, mixology, and master series. Alongside the tea blends, modern teaware has been designed to complement the collection, including a diffuser and cup set that provides a holistic solution for expanding one's bandwidth and promoting a new state of calmness. Each brew brings to life a moment in time, offering the perfect antidote to elevate well-being and wellness.
The Maho Sensory Tea range represents a perfect combination of old-world traditions and new blends for the modern age, making it a must-have for tea lovers. With its unique and captivating flavour profiles, Maho Sensory Tea is a truly sensory experience that takes you on a journey of taste and aroma. Whether you're relaxing at home or entertaining guests at a premium event, the Maho Sensory Tea range promises to offer an experience like no other.
Design Challenge
Introducing a new range in a highly competitive market can be a challenging task. Maho Sensory Tea faced a similar challenge when they decided to launch their premium tea range. With significant players already established in the market, it was crucial to find a unique position that could differentiate Maho Sensory Tea from its competitors.
To overcome this challenge, Maho Sensory Tea focused on creating a story-led range that reflected personal anecdotes and memories of previous times and places. By doing so, the brand aimed to create a more intimate connection with the drinker, positioning itself as a conduit to an emotional feeling beyond just the flavour and health benefits. This strategy helped the brand to stand out in a crowded market and resonated with a distinctive aesthetic tailored to high modernistic values and a unique sense of worth.
Effectiveness
To reflect the brand’s direction, Maho Sensory Tea's packaging design and brand identity were created with a focus on the story-led approach. The packaging design showcased the brand's identity with a sleek, modern look, while the brand's tone of voice was carefully crafted to convey a sense of intimacy and connection with the drinker. A fold-out card with tasting notes and inspiration behind the tea offered a more complete experience to the tea ritual.
Maho Sensory Tea was launched at the 2022 Life InStyle Melbourne and was an enormous success, with attendees immediately captivated by the brand's unique and exquisitely designed range of teas. Within hours, the company had completely sold out of their entire tea range. This impressive achievement serves as a testament to the high quality of the products, as well as the team's dedication to innovation within the tea industry.
Following the expo, Maho Sensory Tea quickly became a sought-after brand and can now be found in numerous lifestyle stores across the country. The company’s success has since expanded its presence to Japan. With such a successful project launch and continued growth in the market, Maho Sensory Tea is quickly establishing itself as a new leading player in the premium end of the tea market. Overall, by focusing on creating an emotional connection through a story-led approach and designing a packaging and brand identity that resonated with high modernist values, Maho Sensory Tea was able to find a unique position in a highly competitive market.
Graphic Design - Identity and Branding - Lifestyle
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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