I was contracted by 21-19 to develop creative and conceptual copy for T2 to promote their new range of Health & Wellness Teas. Drawing on T2‘s existing brand and style guidelines, I created memorable advertising taglines, SKU-specific descriptions and category-led copy for use across print and online campaigns. I used dry humour, informal wording and rewards-based language to position T2 as the go-to retailer for health and wellness teas that don’t take themselves too seriously. Across the categories of Immunity, Stress, Energy, Sleep, Belly and Beauty, I also created a series of ‘tea to reset’ stories led by portrait and ingredient imagery.


Visit the T2 website


Discover the Wellness range



Please note, some of the content I’ve created for T2 may not yet be live.