Industry social enterprise Little Colossus launches first product
The marketing industry’s first social enterprise, Little Colossus, has detailed the release of a tea brand named ‘Mood’.
The range of tea is the first consumer product out of Little Colossus, which was announced earlier in 2020, and will see 100% of the proceeds going towards funding youth mental health projects.
Mood Tea by Little Colossus
The ‘Mood’ brand, announced by the industry’s social purpose organisation UnLtd, is being positioned as a “range of mood enhancing teas that help improve the mood of a generation”.
The range of teas is aimed at 18-35 year-olds and will be available for purchase exclusively online where consumers will also have the option to sign up for a tea subscription.
Consumer sales will begin in 2021 but a pre-sale edition is now available exclusively for the media, marketing and creative industry.
Little Colossus GM Jenni Hayward said there was a gap in the market for young people, who are the most socially conscious consumers.
“The younger generation enjoys healthier drink alternatives but there aren’t many tea brands created specifically for them,” she said.
“They’re also the most socially conscious consumers so, knowing the devastating impact mental ill-health and suicide is having on young Australians, we saw the opportunity to create a product that benefits both the consumer and enables them to help the wider society.”
The brand strategy, naming and design for Mood was created by Maud and The Monkeys. Maud chief creative officer David Park said the brand is designed to help people consider their own mental health.
“Mood is the perfect word to explain what we and our products do. We sell goods that are designed to help our customers have an open dialogue with themselves, and maybe even help regulate their own moods,” he said.
“And since all proceeds go towards programs that support youth mental health, in a way we’re also helping support young Australians to do the same.”
The Little Colossus Board
Park called Mood’s branding and design “bold and dynamic”.
“Tailored towards a younger audience than the typical tea-drinker, it harnesses a series of expressive colours and adaptive, revolutionary word-marks, each alluding to the individual tea’s core benefit. The overall identity will talk to the multi-layered benefits of the tea product and Mood at large.”
UnLtd CEO Chris Freel added: “This is the first time our industry has come together to create a social enterprise and B2C product and we are excited about giving the people in our industry the chance to be the first to taste the teas.
“2021 will have an increased focus on mental wellbeing and Mood is an ideal way to start the new year with a meaningful gift that is good for your own wellbeing, tastes fantastic and is also helping others”.
The 2021 launch, backed by a creative campaign by The Monkeys, will have media strategy by OMD, influencer engagement and PR by One Green Bean, social activation by We Are Social and performance marketing by Mindbox.
Credits:
MAUD
David Park – Chief Design Officer
Fushia O’Hara – Client Director
Paul O’Connor – Strategic Director (Design)
Dickie Smalley – Creative Director (Design)
Tonia Mo – Designer
Luke Hoban – Designer
The Monkeys, part of Accenture Interactive
Mark Green – Lead Accenture Interactive ANZ, Group CEO / Co-Founder The Monkeys
Scott Nowell – Group CCO | Co-Founder
Justin Drape – Group CCO | Co-Founder
Fabio Buresti – Chief Strategy Officer / Partner
Matt Michael – Managing Director
Natasha Delin – Content Director
Tasha Strachan – Content Manager
Charlotte Marshall – Planner
Tessa Chong – Art Director
Max Rapley – Copywriter
Linkedin