Hibis Tea

Branding & Identity |  2026 |  Manchester, UK

Hibis Tea is a fictional global tea brand and art-directed campaign created as part of my MA Synthesis project Swaad, a practice-led investigation into who gets to define good design and what role taste, culture, and power play in that definition.

The brand identity draws from the visual language of vintage Indian matchbox art, bold, maximalist, and completely unapologetic. The campaigns push back against the sanitised aesthetic of conventional tea advertising, placing loud, culturally rooted imagery at the centre and asking why that ever needed to be justified.

Packaging, art direction, photography, typography, merch, every element of Hibis was built around one idea. That calm is not an aesthetic. It is something that happens inside you, regardless of what surrounds you.