For every cup of coffee someone drinks in India, 30 cups of tea are drunk (not by the same person, of course!). So why are all the cafes about coffee? When the Tata Group decided to look at out-of-home chai (and we don’t mean tea!) experience for the youth, we were understandably thrilled!
But to create a brand that was truly chai, we had to get to the heart (and soul!) of chai. We went to hundreds of places, met hundreds of people and drank hundreds of cups. We understood that at its core, chai was everything coffee wasn’t - warm, authentic and Indian. It broke barriers, brought people together and was full of noise – it wasn’t intimate, sophisticated and exclusive like coffee. This ‘chai warmth’ formed the core of the brand.
Tata Global Beverages Ltd.
Design Research, Brand Definition, Brand Identity, Tone of Voice, Visual Language & Iconography, In-Store Visuals and Store Merchandise.
