Hush
Silent Tea Bar
Singapore

Hush is not just a tea brand but a global movement to encourage silence and awareness for the modern and busy lifestyle with a cup of tea.

Concept
The challenge for this project was to capture ethereal concepts like silence, pause and nature to a brand and packaging in a subtle and evocative way.
Symbol: from the graphic abstraction of four tea leaves, we created a symbol based on natural representation of silence.
Logo: we created a careful reading like the breathing in meditation and got a silence representation removing the two intermediate sound letters and leaving the two mute letters “H”.
Label: using chromotherapy for each “tea mood”, we proposed a label that invites you to play and discover, representing the tea experience. As a global movement for awareness we used a simplified version of a ribbon.
Packaging: we created an eco-friendly packaging which can be reused and refilled.

@theAsylum, 2014