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Wake up and smell the (Tata) coffee!

Creating a new brand to signal the market entry of India’s largest coffee producer.

In a market entrenched with two strong brands – how do you create desire for a new brand? It’s easier if you own your own plantations, for a start!
With its promise of Plantation Fresh Coffee, Icarus helped set Tata Coffee Grand against the category heavyweights.
A distinct colour palette and highly evocative imagery that tapped into consumer associations of fresh coffee helped create an instant connect across India.

CLIENT

Tata Global Beverages Ltd.

What we Did

Design Research, Brand Identity, Packaging Design

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