Chai Point Instant Handcrafted Chai

Gladvin Lawrence

Bengaluru, Karnataka, India

Ease of making chai yet retaining the authentic taste of home-brewed chai is the essence of this brand new product from Chai Point, the biggest chai retail chain across India. Their visual language & tone has always been minimalistic and they wanted to retain the same for Chai Point Instant Chai. They also needed the product to be named and described appropriately. I collaborated with Steven Thirumalai who is a brilliant copywriter and content specialist. We researched their product, target audience, and competition. We developed a few concepts catering to different aspects of their audience. As this product was heavily leaning towards the different flavours of chai (tea) and the fact that it is instant, the imagery and copy needed to communicate that clearly. Hence we took an approach where the ingredients have high prominence, with both copy and design.

omgsogd omgsogd