Icarus Design

Bengaluru, Karnataka, India

Design: Icarus Design Pvt Ltd
Location: India
Project Type: Produced
Client: Tata Consumer Products Ltd.
Product Launch Location: India
Packaging Contents: Tea
Packaging Substrate / Materials: Paper
Printing Process: Digital

The year 1868 is special to the Tata group – it was the year the group was founded and in 2018, Tata Global Beverages celebrated the Tata legacy with a limited edition collection of specially curated tea blends first unveiled at the World Economic Forum (WEF) in Davos, Switzerland. This is how the 1868 series of teas was born.

Icarus has worked closely with the Tata team since the inception of the 1868 brand. Today, 1868 by Tata Tea is a specially curated range of 13 teas designed to delight your senses. Our evocative designs bring alive the Truly Indian Tea Stories that are at the heart of each offering in the range. While acknowledging the Tata heritage, the contemporary, minimal designs speak to the modern, discerning Indian.

Truly Indian Tea Stories with Every Cup!
The number 1868 is set in an elegant typeface that epitomizes the luxurious nature of the teas. The use of copper, a traditional yet elegant Indian color, connotes the close linkage of Indian tea heritage with copper kettles and samovars.

Visually Rich with Tempting Illustrations
The inner visuals aim to tease you with illustrations of the tea gardens and unique ingredients in the blend. The colors and visuals have been carefully crafted to give a feel of the sensorials associated with the variant. The idea is to tempt the user into their own journey of discovery.

Bringing alive the beauty of provenance, blend and taste in every offering.
Each key variant visual comprises a bold outer shape filled in with intricate detailing. For Origin teas the outer forms are associated with the region – the Munnar Ibex, the Nilgiri Flycatcher, the Assam Rhino or the Darjeeling Tea Leaf. Flavored Teas have a tea cup and Recipe Teas have the Indian kettle.