morshynska tea
A New Brand Launch
Morshynska came back to us with something new. The brand now has iced tea in two flavors: black with lemon and lemongrass, and green with grape and mint.
And this means not just launching a product, but entering a new category where leaders like Lipton, Nestea, Fuze Tea, and others have been established for many years. So the agency’s task isn’t simply to add another bottle to the shelf, but to carve out its own niche from scratch.
We studied the market
Most iced teas are full of flavorings and added sugar. Morshynska tea is brewed from concentrate, chilled and bottled. Nothing extra. That technology is rare and expensive in this category, and it’s what makes the product premium.
We decided to do more than show how Morshynska tea beats the rest. We wanted to change how people feel about drinking tea itself.
For a long time, iced tea was just something to wash food down with. Meanwhile, tea culture changed: people want to slow down and have a ritual. With hot tea that’s already normal, but in iced tea the niche was wide open.
And that’s how
the big idea was born
What if we take the tea ritual outside the home? Then it stops being a function and becomes a pleasant pause. The slogan carried the idea: “Morshynska Tea. Your new tea ritual.”
Next came
the design
The packaging follows the same principles as the product: minimalism and balanced proportions. A loose-leaf tea pattern wraps around the bottle, and the product marks look like stamps. The colors and ornaments on the label match what’s inside the bottle and the brand.
One thing made this project special: there was no shooting at all. The fruit illustrations and the promo video were generated entirely by the agency’s AI unit.
The concept is built around the same idea of ritual. Slow motion, a calm palette, fruit and herbs drifting on the surface of the tea. Pine needles work as the brand’s visual marker, and incense smoke gives the frame a ceremonial feel.
And some scenes from the video lived on as the campaign’s key visuals.
