Sabah Javaid-Khan

Over the course of my studies, I discovered that there is a real need for brands to communicate with, and to create space for all social and cultural demographics in society.  In response to the lack of South Asian representation in design, I created a brand -‘Represent-Asian’ that celebrates the hybrid cultural identity of the British Pakistani population. Using well known humorous Urdu phrases, and communicating through a unique fusion of Urdu and English typography, Project Represent-Asian creates a bright and fun celebration of British Pakistani culture.

‘Chai Shai’ is the colloquial Urdu term for tea and the accompanying spread. ‘Gup Shup’ is the colloquial Urdu term for chit-chat. ‘Theek thaak’ is the colloquial Urdu term for ship-shape. ‘Zabardast’ is the colloquial Urdu term for awesome!

Full merchandise range is available to view through RedBubble platform: https://www.redbubble.com/people/Represent-Asian/shop?asc=u&ref=account-nav-dropdown