Everything a designer needs to make emails, ads, websites and social posts that look, sound and feel unmistakably MTE.
Our positioning, in three words. Everything we make, say and show has to earn them.
Start here. Everything else in this document serves these three things.
Set in Poppins Black. Green on light, white on the dark green canvas. Never on a busy background.
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.
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.
The same everywhere, from a paid ad to a reply in the comments. Confident, warm, human, and allergic to hype.
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".
Bright, clean, and real. Photography should feel like the drink: light, fresh and effortless. Product is always the hero.
Natural daylight, white and soft-neutral backgrounds, lots of breathing room. Nothing dim, moody or cluttered.
The can or stick pack is the hero, crisp and in focus. Show it in hand, mid-ritual, or clean on white.
Everyday people mid-day, focused and steady, not staged or over-perfect. Energy that looks calm, not frantic.
Natural greens, fresh ingredients, clean surfaces. Tangerine appears as a small prop or accent, never floods the frame.
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.
Stop the scroll with the product and one sharp benefit. Legible at thumb size, one idea only.
White-first and modular. Each section makes one point, then hands off to the next. Build with the existing blocks.
Warmer and more human than ads. Same look, but it can breathe, show personality and start conversations.
If you remember nothing else, remember these.