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.
Tata Global Beverages Ltd.
Design Research, Brand Identity, Packaging Design
