ABOUT

For those not accustom to the spiced delicacy, Chai has been served in India for centuries and Indian families each have their own recipe.

In the surrounding world the popularity of chai has recently soared and the UK in-particular has been taken by storm.

While Tea India had been producing a mouthwatering selection of products for many years and sales were good, they knew that there was still huge potential to grow their market share. Having developed two new flavours to add to the range, Tea India decided that it was time to develop their brand further, revisiting the packaging designs to better equip the brand to compete in an increasingly competitive market.

As chai originated on the streets of India, the brief was to create a more evocative aesthetic that captured both the atmosphere of that environment and communicated the flavours within. When it launched, a heavy blue hue dominated the pack designs. When the project came to Salad, we started by stripping this out and filling the space with a much lighter background which immediately gave the packaging a much cleaner, fresher feel.

Inspired by an eclectic mix of Indian sign and language writing styles, we created a collection of textured fonts and hand drawn graphics. When combined with a vibrant colour palette, these elements produce a contemporary aesthetic which also reinforces the provenance of the product.

The resulting look and feel has helped to drive listings of the products almost immediately. Tesco and Sainsbury’s are now stocking the new Tea India Masala Chai in over 1200 stores and Waitrose have now agreed to stock products in 290 stores.