‘Claritea’ works by teaching mindful awareness, slowing down the process of tea and teaching individuals to engage with their senses deeper than ever before. So when Sammy came to me with the idea, it was my role to create his tone of voice, tagline, packaging copy, mindfulness lesson copy and social ads. We worked closely together to make sure the lessons kept their meaning and purpose, but became tight and knowledgeable. Here’s how it turned out:
