HOT DAMN TEA & ACCESSORIES - CONCEPT PROJECT
2023 | Brand Identity, Packaging Design & Art Direction
THE BRIEF
Tea has a perception problem. It sits in the shadow of coffee culture, dismissed as the quieter and less exciting option. Hot Damn Tea was conceived as the antidote: a bold, personality-driven brand built entirely around making tea culture fun, irreverent, and impossible to ignore.
THE APPROACH
The concept centered on one core idea: every tea flavour has a feeling, so why not give that feeling a face?
Each product was assigned a comic art character whose expression, colour palette, and personality reflected the emotional experience of that flavour. Bold, expressive, and deliberately playful, the faces were designed to make someone smile before they had even read the name.
The identity rolled out across tins, boxes, bags, mugs, and business cards, creating a brand world that felt cohesive at every touch-point while each character retained its own distinct personality.
You don't pick a flavour. You pick a feeling.
