Design: Rhyzome Design Studio
Graphic Designer: Sayali
Project Type: Produced, Commercial Work
Client: Chai pe Charcha
Location: Mumbai, India
Packaging Contents: Tea Box
Packaging Substrate / Materials: Corrugated Box, Aluminium Packet
Printing Process: Screen printing
Chai Pe Charcha, a desi chai cafe wanted to have their tea box redesigned. The packaging had to convey the message that people can have their favorite tea delivered right to their offices and at affordable costs.
The first thing we did, was to define the brand colors and have a design concept in place. The brand colors were green, brown and yellow. The design concept decided was to target office goers and the copy agreed upon was “Chai At Your Comfort.” This conveyed the ease of ordering the specific tea which people wanted, easily.
Next was to lock the design concept, here we opted to show an employee relaxing on his desk with a cup of steaming hot chai. The chai cup was red, which was in contrast to the brand colors and from the emerging smoke, the words Chai At Your Comfort billow out. The whole front side of the box gave an impression of relaxed ease.
Following the brand message of “Roz Ki Chai” and “Love Of Tea” the backside of the box had a fun mind map which gave various reason why people love tea. It lists down various reason why people love Chai in an interactive fun way with arrows and artistically aligned type.
This a fun, unique packaging which emphasizes the brand message and complements the branding also.
The unique thing about this packaging was that very few restauranteurs actually deliver tea in this superior packaging. The entire tea box acts like a kettle and keeps the chai warm for up to 1 hour. Our part in this was designing the entire look and feel of this tea box.
Some of the unique things included are at the ease which tea inside the tea box can be identified. Just under the nozzle, there is a list of teas provided by the cafe and the kitchen team just had to mark the tea which was being poured in that particular tea box. This design idea made the whole process of delivery and identifying tea simpler.
Another thing which was unique and most appreciated by consumers was the “Why I Love Chai” mind map at the back. It was so appreciated that people actually especially praised the packaging in Zomato and other feedback channels.