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A pile of Habu herbal tea tins in lilac, yellow, blue, green and pink, each with an illustrated botanical label.

University project2023

A tea brand that sold out in its first week.

97tins sold in two weeks

  • 192cups served
  • 395people reached on social media
  • The first run sold out in its first week, selling in person on campus.

The brief

Habu had to make wellness tea look like something you'd want, not something you'd be prescribed.

  • Branding
  • Packaging
  • Website design and build
  • Social
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Before

Our research found a clear stigma around herbal tea, especially among young Brits, and 39 of the people we surveyed named flavour and taste as what decides which tea they buy. Habu had to make wellness tea look like something you'd want, not something you'd be prescribed.

What I did

  • The identity
  • Packaging for five blends (Joint Jive, Belly Brew, Glowy Skin, Kidney Kick and Liver Lovin')
  • The launch graphics
  • The website, which I designed, built and finished on my own in Webflow

The website, built for selling online:

  • a homepage where 3D-rendered tins fall through the hero as you scroll, a scrolling “habu-licious” banner, and feature cards that shuffle as you go
  • product pages built for selling online: 1, 2 and 3-pack savings, subscribe-and-save with a delivery schedule, loyalty perks, ingredient percentages, benefits, product FAQs and “you’ll love these” suggestions
  • a colour per blend, carried through tins, product pages and photography
  • The Proof page: herbs harvested in Latvia, blends formulated by Latvian doctors with 40 years of phytotherapy experience, and medically studied ingredients
  • works properly on phones

After

One look across the tins, the website and every post. Every sale was made in person; the website was built ready for online orders as the brand scaled.

Team

Linda Pansova (research), Victoria Kryzhanovska (design and marketing), Michael Martin (social)

The work

  • Close-up of Habu tins lying together, the Glowy Skin label's orange marigolds at the front.
  • Two Kidney Kick tins among scattered cranberries, with Habu tea bags beside them.
  • A hand pouring marigold petals from a small watering can into a Glowy Skin tin, with a sunflower beside it.
  • All five Habu tins standing in a row, Joint Jive, Belly Brew, Liver Lovin', Glowy Skin and Kidney Kick, each with a tea bag beside it.
  • Close-up of Habu tins lying together, the Glowy Skin, Liver Lovin', Belly Brew and Kidney Kick labels side by side.
  • Habu tins in all five colours piled together, some showing their labels and some their open silver ends.
  • Rows of Habu tins laid diagonally, the labels repeating in green, pink, yellow, lilac and blue.
  • A Belly Brew tin with red berries piled on top and scattered around its base.
    Belly Brew
  • A Glowy Skin tin topped with marigold petals and blackberries.
    Glowy Skin
  • A Joint Jive tin with halved figs around it.
    Joint Jive
  • A Kidney Kick tin topped with cranberries, more scattered in front of it, with two Habu tea bags leaning on the tin.
    Kidney Kick
  • A Liver Lovin' tin topped with dried red berries, more spilling around it.
    Liver Lovin'
  • The Habu stall at the campus launch, a table of tins and posters under purple balloons, with the team behind it.
    The launch stall on campus
  • Students at a table at the launch, drinking Habu tea from paper cups beside a vase of flowers and a tin.
  • A smiling customer at the launch holding a Habu leaflet and a cup of tea.
  • A student holding up a Joint Jive tin and a Liver Lovin' tin and smiling.
  • A student smiling and holding a Joint Jive tin close to her face.
  • A customer at the launch holding a Habu tin and a leaflet.

The website

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