Calm The F*ck Down Magic Tea is a camomile tea that is branded in way that yells at you to relax. Branding for tea is usually quite tame, but this design for the tea brand by Pascal Lefebvre makes sure you know it's not like most teas on the market.
Through typography and witty words, the brand is given a good sense of humor. The tea cup sleeves are printed with a simple six-step guide to inner peace that includes notes like "God feels like wearing sweatpants" and loose tea packets that read "GET HIGH" followed by a smaller line of text that reads "quality tea," playing off the look of the leaves to drugs. Although the branding a lot more edgy than usual for tea, it's appealing to a whole other audience of tea drinkers.