Oregon Chai Packaging Redesign

Derrick Lin


Design Agency: Murray Brand Communications, Inc.
Project Type: Produced, Commercial Work
Client: Kerry Ingredients and Flavours – Oregon Chai
Location: USA
Packaging Contents: Chai Tea
Packaging Materials: paper, plastic

To better differentiate its products from competitive offerings, heighten perceived brand quality and communicate that great Chai Tea comes from hand-selected ingredients and authentic recipes, Kerry International partnered with Murray Brand Communications to redesign Oregon Chai’s 28 retail and food service SKUs. Targeting college educated, 30-something female consumers of a higher income level, Murray Brand’s design team developed a range of concepts focusing on ingredients and supportive of “moments of personal reflection”, a theme known to be a purchase motivator in the tea category.

To ensure the architecture was viewed as an evolutionary update, yellow and purple, the brand’s wordmark and two primary colors, were maintained so awareness was not disrupted for brand loyalists. A collection of new graphic elements were then added including a mountain silhouette, authentic Himalayan textures and ingredient imagery to express a fresh new look and more convincing new positioning.

What’s Unique?
The themes and graphic style are unique to the category as both support “moments of person reflection” a key purchase motivator in the tea category. Also, the packaging graphics are unique as they have been designed to attracted both retail and food service clients.