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: Pet, Met-Pet, Poly

It’s one thing to do something path-breaking when you’re a small, niche brand – but to do that as India’s biggest tea brand? The risk, one would think, is enormous – but so are the rewards, if you get it right!

With challengers snapping at its heels, Tata Tea Premium took the bold decision to create separate packs for each state, reflecting its philosophy of customizing its tea blend for each state. The design challenge was even bigger – create a disruptive design that does justice to this ambition, capture regional pride on each pack, bring alive the tea taste that people crave, and create a consistent brand look in spite of many different packs.

It’s a brand we’ve worked with for nearly two decades, yet this was just the challenge to get us going – here’s proof that design risks can work wonders for mainstream brands too!

What’s Unique?
Unique regional designs for each pack, reflecting the brand’s philosophy of customizing its tea blend for each state.