The Rungta company owns the tea brand Real which is popular in parts of Bihar and smaller pockets in other states. The company wanted to diversify its tea range and take them to urban markets. Thus addressing new customers.
The first step was an architecture to accommodate a wide range of tea blends. The ‘Rungta’ identity is credited as a provider of quality foods. Under the Rungta’s banner, the existing tea brand Real offers specific varieties of products, which have qualities that lend an advantage over generic versions. Variants would be marketed with a focus on their origin.
The Real tea range and future products aim at eager modernizers, keen on upward, urban mobility. The umbrella brand essence is ‘success’, which is closely associated with these audiences with the consumption of quality packaged food.
The Real identity radiates a degree of modernity, with an aura of security. Its personality is modern but conventional. Several sub-themes abound in the packaging. The floral patterns subliminally cue the morning pooja. The Real packaging also suggests authenticity, informing customers about the provenance of the tea. Its calm, straight-forward presentation is appropriate for a brand with little advertising support, to support a more extravagant personality.