Everything a designer needs to make emails, ads, websites and social posts that look, sound and feel unmistakably MTE.
Wellness you can feel.
Our positioning, in three words. Everything we make, say and show has to earn them.
This is going to sound a little weird, but I love the opposite of a hangover.
That feeling of waking up rested, clear, energized, ready for anything. I became obsessed with it, and it got me thinking about a strange split in wellness: the things designed to make us feel something right now lived in one world, and the things that were supposed to be good for us lived in another. Why are they separate? That question became More Than Energy.
Somewhere along the way I realized we weren't building a brand about energy. We were building a brand about what energy is for. It's for the dinner you almost said no to, the workout you're glad you did, being present with your family, starting the thing, taking the trip, laughing longer, and staying curious about whatever comes next.
That's the part of myself I wanted to amplify, and the part I recognize in the people who love More Than Energy: the optimists, the enthusiasts, the ones who say yes.
We didn't make More Than Energy to turn you into that person. You already are that person. We just made it to help you feel that way more often, and for longer, because feeling good should be good for you.
The essentials
Start here. Everything else in this document serves these three things.
Logo
A monogram and three lockups. The monogram is the mark for avatars, app icons, favicons and tight square spaces. The vertical lockup is primary. The horizontal lockups are for wide spaces: headers, email, footers. Monochrome only: brand green on light, white on the dark green canvas or photography. Never on a busy background.
Do
- Keep clear space around it, at least the height of the "M" on all sides
- Green (#38574B) on white; white on dark green or photography
- Use the monogram alone only for icons and tight square spaces
Don't
- Recolour it tangerine or add gradients
- Stretch, condense, outline or add drop shadows
- Place it on a low-contrast or cluttered background
Colour
Green does almost all the work. Tangerine is a spark, not a coat of paint, used only for the one thing you want tapped or noticed.
Rough balance to aim for on any asset: mostly white and green, a little dark green, and just a spark of tangerine. If tangerine is competing with green for attention, there's too much of it.
Typography
Poppins only, weights 400 to 900. Tight, confident headlines. Calm, readable body. Never mix in another typeface.
Eyebrows are always uppercase, tangerine, tracked, with the 22px tangerine rule before them. Keep them short: two or three plain words. Never put an em dash, en dash or any dash inside an eyebrow, use a comma or split it.
Personality & voice
Who MTE is in a room, and how it talks. The same everywhere, from a paid ad to a reply in the comments.
MTE should feel like the person you want at dinner: interested in things, good to be around, knows what they're talking about, takes care of themselves, and never turns wellness into a lecture.
wellness you can feel · feel good · optimists · enthusiasts · say yes · whatever comes next · energy + wellness · daily ritual · delicious · caffeine-free · curious · present · play · connection
optimization · performance · biohacking · clinical · mechanisms · ingredient acronyms
Useful lower-funnel or educational, but never the emotional center of the story.
Buttons & calls to action
One primary CTA per view. Tangerine gradient, white text, rounded. It should be the most tappable thing on the screen, and the only tangerine-filled thing.
Primary CTA: tangerine gradient, white bold text. Secondary: green outline on white. Never put two tangerine buttons in the same view, the eye should always know where to go. Keep CTA copy short and active: "Shop MTE", "Start your ritual", "Save 40% today".
Imagery
Bright, clean, and real. Photography should feel like the drink: light, fresh and effortless. Product is always the hero.
Light & airy
Natural daylight, white and soft-neutral backgrounds, lots of breathing room. Nothing dim, moody or cluttered.
Product forward
The can or stick pack is the hero, crisp and in focus. Show it in hand, mid-ritual, or clean on white.
Real, active moments
Everyday people mid-day, focused and steady, not staged or over-perfect. Energy that looks calm, not frantic.
Green & fresh cues
Natural greens, fresh ingredients, clean surfaces. Tangerine appears as a small prop or accent, never floods the frame.
By channel
The system stays identical everywhere, only the format changes. Here's how to apply it to the four you'll build most.
Clean, white, one clear message per email. Read like a helpful note, not a billboard.
Paid ads
Stop the scroll with the product and one sharp benefit. Legible at thumb size, one idea only.
Website
White-first and modular. Each section makes one point, then hands off to the next. Build with the existing blocks.
Organic social
Warmer and more human than ads. Same look, but it can breathe, show personality and start conversations.
The quick rules
If you remember nothing else, remember these.
Always
- Lead with white space; keep everything clean and airy
- Make headlines green and set everything in Poppins
- Use tangerine for one thing per view: the CTA
- Write benefit-first, plain, confident copy
- Keep CTA text white on the tangerine gradient
- Keep offer language consistent across every channel
Never
- Flood a design with tangerine or recolour headlines with it
- Add a second typeface or use hype words and exclamation spam
- Use em dashes or en dashes anywhere, including eyebrows, use commas or rewrite
- Put two primary CTAs in the same view
- Go dark, moody or cluttered, that isn't MTE
- Let the product disappear, it's always the hero