Tea is a bit of a saturated market. There are the big names, lipton, twinings and the others seem to have a hold on the market, and if you go to your local supermarket you will see an endless array of "sleepytime" and "calming" tea. Tea doesn't have the same appeal in the U.S. to most people like coffee does, there isn't much of a scene around it like coffee, and is definitely hard to find a tea shop. The idea of Thunder Mountain was to change that, make an enjoyable space for people to come, enjoy tea and work much like a coffee shop. The branding had to differentiate Thunder Mountain form those sleepy tea brands and make tea something for people to enjoy more often.

Creating a fresh and unique brand identity for Thunder Mountain was paramount to differentiating them from the rest. With the bold helvetica type and colour blocking style the brand brings a modern identity to tea.