Thé Moment Cold Brew Tea

2022, Hong Kong

Design Director: Woody Chau

Art Director: Can Chan

Logo of THÉ MOMENT conveys multiple meanings through the creative play on strokes. At its first look, the neat and refined typeface present “THE MOMENT”, stating the brand's belief of cold brew tea being savored and suitable for every moment. At a closer look, the slightly curly end on top of “É” endow the word with new meaning - “THÉ” as “TEA” in French. “THE MOMENT” becomes ‘TEA MOMENT”. It is the moment, it is tea moment!

Embracing the green spirit, THÉ MOMENT crafts fresh, original and premium tea. Scenic beauty of nature is thus chosen to be the core concept of the tea bottles’ design. The dexterous dealing with lines and layers on the packaging abstractly present the expanding, uneven patterns of tea plantations, as well as the mile by mile tea farm on the picturesque hills.

Each kind of tea has a sense of time underneath, celebrating the brand’s motto of “enjoying tea in every moment”. The colour proportion and balance are finely planned to construct a diversity of symbols of time to echo with the nature of tea. For example, Phoenix Sunrise capture the moment of daybreak, with scattered sunlight in a dark, foggy dawn. Alisan Morning presents a half awake, half asleep morning, with a clever use of half-half mix of black and white. Day Dreaming purposely increase the proportion of white fog and tune down shadows of trees at the back to emphasise the day time. Bergamot Night and Midnight Blossom, from the “Night-series”, develop in a black background. Stardust and the thin, misted fog indicate the time of midnight. The little petal falling on Midnight Blossom also implies the flowery flavour of the tea.