Tata Tea Agni – Josh Jagaye

Icarus Design

Bengaluru, Karnataka, India

WHAT WE DID: Visual Architecture, Packaging Design, Identity, Foodshot Design, Key Visual

Just the wake-up call that was needed!
Restaging one of India’s leading tea brands after over a decade.

When it comes to refreshing brands of the stature of Tata Tea Agni, things are rarely simple. The design challenge was to make the pack look contemporary and premium to reflect its upward trajectory from an economy to a mass brand. At the same time, an architecture that allowed it to straddle many variants, and a bigger brand story of awakening was to be brought in. Our simple, yet iconic design managed to achieve all of this – leading to a rejuvenated brand that’s hit the ground running!