MTD for Tata Tea 1868: Elevating Luxury Gifting with Story-Drive

MTD for Tata Tea 1868: Elevating Luxury Gifting with Story-Driven Packaging, for unwinding with every sip!

1868 by Tata Tea is more than just tea. It’s a celebration of India’s diverse landscapes and the vibrant spices that define its soul. When Tata Tea came to us, they wanted to elevate their premium offering, creating a gifting experience that was just as extraordinary as the tea itself. We took on the challenge to transform a simple gift box into an experience – one that feels luxurious and true to the brand’s roots, with a compelling story that resonates sensorially with the audience.

We created three custom-sized gift boxes – Dawn, Harmony and Rejuvenate. Each packaging was designed as a story of tranquility and wellbeing. With intricate illustrations and a touch of gold leaf, the designs brought a modern twist to the timeless beauty of India’s natural world. Every detail was thoughtfully crafted to elevate the tea-drinking ritual into an experience of luxury and calm, turning each box into a personal escape from the daily chaos.

When DAWN debuted at the World Economic Forum in Davos, it became more than just a gift. It was a statement of elegance and global prestige, shared with 2,800 delegates from around the world. Through MTD’s storytelling and design, Tata Tea 1868 has firmly established its place in the luxury market, offering not just a gift, but a journey for tea drinkers to relax and unwind.

Credits:
Shruti Singhi – Creative Director & Founder
Merlyn Toppo – Lead Designer & Illustrator
Madhumitha B. – Designer & Illustrator
Radhika Mantri – Senior Designer