Fox and Moon

Fox & Moon Tea is a Los Angeles–based purveyor of rare teas from around the world, rooted in the belief that tea is more than a drink — it is a shared story. Founder Zo Guthrie began by carrying teas back from mountain gardens and hosting intimate tastings in people’s homes, weaving each leaf into a narrative of place and ritual. From those beginnings, the brand grew into a company dedicated to crafting experiences as memorable as the teas themselves.

My role was to help translate this vision into a visual and sensory identity. The creative direction was inspired by the idea of tea as a portal — mysterious and otherworldly, almost from an alternate time. The brand language draws on elemental forms and mythological motifs, conveying something ineffable yet deeply human. Across logo, packaging, marketing, and retail display, the identity invites people to step into a dreamlike space where tea, myth, and story converge.

Brand Strategy/Brand System/Marketing/Business Collateral/Labels/Art