Rungta, a tea manufacturer with a strong presence in tier 2 and tier 3 cities, wanted to expand their market segments. ‘Roz’ is an affordable, entry-level blend.
Rungta teas have a host of sub-brands, offering something for every palette and pocket. ‘Roz’ was a part of their budget range, bridging the gap between loose and packaged tea. ‘Roz’ has an everyman, affordable appeal. But there’s also a quality signal.
What you do everyday is your real quality. Roz overturns the pretended high class tea that is the bane of the category. The insight here is that quality—especially in tea— is individual.
‘Roz’ illustrates this with a ‘show of hands’, and cups, voting for a great cup. A range of cups, and different ways of holding them, highlighting individuality and community, at the same time. There are six, as if to say ‘one for each day of the week’. Finally, the Devanagari ‘Roz’ reinforces its everyday Indianness. Bold colours drive home its ordinary brilliance. A dust variant is differentiated through the pack colour.