Sama Tea
2022 OBIE Awards Finalist
Jay Shetty - a life coach, inspirational speaker and former monk, was looking to launch a new beverage brand with his wife called Sama Tea. They were set to debut the brand on OUTFRONT’s digital screens in Times Square and they came to our team to bring their brand to life.
Sama Tea is all about embracing THIS MOMENT, the calm moment, the busy moment before a project, the moment after a big event, how you start and end your day. Our life is full of these Sama Moments, and the photography and illustrations of the brand speak to these points and capture the different experiences perfectly. Our intention with the design was to capture the brands beliefs of creating moments in your day and being mindful of savoring them.
These first few slides are from the brand intro deck that they shared with us and the brand itself is all about soaking up lifes moments. Its about savoring your time, being mindful and intentional, and just understanding that whatever is going on in your life at the moment, there’s always time for tea. So its a very positive and uplifting angle which you can see translated through their really beautiful packaging and illustrations.
This moment is yours.
With many flavors that capture different moods from a nourishing vanilla chai, to a calming lavender rose chamomile, I was immediately inspired by the brands illustrations to create animations that reflected their messaging.
By animating the elements found on the brands packaging, I was able to bring their illustrations to life while capturing the different tones of each flavor. Alongside three versions that represented different flavors, we created a fourth version that encouraged viewers to share photos on social media using the Sama Tea hashtag for a chance to be featured on the Times Square billboard. This variation was a way to introduce the brand’s monthly sampler box as well as to drive social shares.
