Morning Glory is already a well-established label of morning radio show in the Romanian entertainment environment. The show's host has already gathered a community and pop-culture elements around it, such as expressions or jokes.

What we needed was a way to increase the community adherence to the ecosystem existing around the show.

We selected the most famous and funny expressions that were produced and endorsed within the show, coming from social insights with which people can identify, and we translated them as typographies into a visual form, along with an illustration that mimics the visual style of rock bands.

The merchandise also had a CSR component, being connected to the need of the FARA Association (in the year 2021) and Casa Buna Association(in 2022 and 2023) to support children from disadvantaged backgrounds to continue school and to have access to livelihood resources. In this sense, 15% of the proceeds from the merchandise were directed to the children in the care of the association.