In 2018, the design studio and boutique Sounds invited Abbr. Projects to help launch their first in-house products: a suite of herbal teas designed in collaboration with Moodflower, an experimental blender based in Bushwick.

We designed a dual-branded packaging system for nine extraordinary teas, each designed to augment human health, from feminine chemistry to digestive support to clean energy. In 2021, we elevated the system by adding elegant tins to the line.

We also handled product descriptions, packaging, sourcing, and logistics for rice paper packets, reusable glass jars, and tins, as well as the design and assembly of bespoke outreach kits to entice press and stockists.

After launching the teas at the Sounds boutique and café, Moodflower x Sounds blends became one of the brand’s most popular gift items of the year. Demand jumped after their appearance in GQ’s 2019 holiday guide and on Man Repeller. The collection was also served by the Bunkhouse hospitality group — a subsidiary of The Standard Hotels — with locations in Austin, San Antonio, and Marfa.