Designing Wild Chai: A Modern Ayurvedic Tea Brand

Wild Chai is a modern chai brand created to bring authentic Indian chai culture back to the forefront of the UK and global wellness market. Inspired by the founders’ South Asian heritage and generations of Ayurvedic traditions, the brand challenges the Westernised perception of chai as an overly sweet, diluted drink by reconnecting consumers with the richness, ritual, and wellness benefits of traditional spice blends.

The branding and packaging were designed to feel vibrant, joyful, and immersive while reflecting the warmth of Indian culture through a contemporary lens. The visual identity combines bold floral illustrations, expressive colours, and premium cylindrical packaging to create a shelf presence that feels modern yet deeply rooted in heritage. Each blend is distinguished through its own striking colour palette, allowing the range to feel playful, collectible, and instantly recognisable while still maintaining a cohesive brand system. Gold detailing, layered botanical elements, and clean typography add a premium feel that balances cultural storytelling with a refined wellness aesthetic.

Sustainability and ethical sourcing are central to the brand’s philosophy. Wild Chai partners directly with carbon-neutral farms in Assam and Kerala, supports female farmers through fair wages and community initiatives, and uses recyclable and biodegradable packaging materials across its product range.

The final outcome is a bold and culturally expressive brand identity that blends heritage, wellness, and sustainability into a contemporary packaging experience designed to stand out on global shelves while honouring the origins of authentic chai culture.

Credits
Brand Identity & Packaging Design: Deepti Khatri
Founders: Jasmine & Alicia
Photography: Bhupendra Singh Rawat