The Focus
Chaayos, a contemporary chai café incepted in 2012, has experienced steady growth with a robust national presence and an increasing array of products
Desired to expand and incorporate a delivery model where Chaayos products could now reach a wider, more global audience
The team at Elephant was given the challenge of positioning the brand for newer frontiers, while also developing a suitable packaging system for their merchandise
The Design
The team developed and finalized the theme of ‘Confidently Desi’ for the brand to pivot to
Positioning plays on the idea of a bold, modern, quirky India and its all-time comfort beverage: Chai, with different moods and times demanding a much-needed cup
The packaging system intersperses vibrant colors and an ingredient focus with devnagri script for denoting the brand and variant names to draw customer attention on both – offline café shelves as well as cluttered online marketplaces in a D2C model
The Story
The importance of ‘Chai’, or the humble tea leaf, is no secret in India. Every household has a member who will swear by the warm beverage. Some can’t even imagine the idea of beginning their day without a cup! From being a stress buster to a conversation starter, Chai has no equal.
This seems like a simple truth; but regardless, the founders of Chaayos found that there was something missing when it came to the way chai was publicly consumed in India. While coffee had become associated with fashionable, chic public consumption in cafes, chai remained on the margins. It was relegated to tea-stalls and the confines of one’s home. Thus, the idea of a contemporary chai café named Chaayos was born in 2012.
“The team at Elephant had two key objectives when beginning their work with Chaayos. The first was to establish a brand positioning concept for their merchandise, which would be sold online in both local and global markets. In effect, the packaging would need to fit right in with Chaayos’ D2C model. ”
Today, with over 80 outlets across Mumbai, Bangalore and the NCR region, Chaayos serves steaming cups of personalized chai within their cafes along with delivery options. However, their desire for growth on a global scale led them in our direction.
The team at Elephant had two key objectives when beginning their work with Chaayos. The first was to establish a brand positioning concept for their merchandise, which would be sold online in both local and global markets. In effect, the packaging would need to fit right in with Chaayos’ D2C model. Secondly, the team had to develop a packaging graphics system that revolved around the brand’s positioning. The aim was to make Chaayos merchandise stand out on the shelf, while transmitting key brand propositions and benefits.
Confidently Desi
The team began by conducting research on several consumer brackets and their association with Chaayos – and chai, on a whole. This revealed that chai was most sought after by comfort and pleasure seekers. As far as Chaayos was concerned, they were also those who were bored by routine and liked to spice it up with the occasional, new experience. Given Chaayos’ extensive product offerings, this was par for the course.
The result of these findings was crystallized in our brand positioning. Termed ‘Confidently Desi’, this alludes to a modern, unapologetic idea of India. Gone are the days where Indianness was associated with some kind of embarrassment, or lack of sophistication on the global stage. Today’s India showcases a pride towards being desi and rooted, while embracing modern, contemporary lifestyles.
For the team at Elephant, a hybrid understanding of India could not be more suited to Chaayos own propositions. They provided a modern consumption format for a drink that’s intensely, culturally rooted – making ‘Confidently Desi’ a prudent message to send across!
“Brand names are followed by variant names in a clear hierarchy. Variant names have their own desi quirks, making them ownable, memorable and evocative. Due diligence was also done as regards the key difference between indulgent desi ‘chai’ and non-milky, health-focused ‘tea’ when labeling the package. ”
Moreover, this brand ‘essence’ translated into messaging that was quirky, fun and unabashedly desi in its tonality. For packaging, this hinted at a solution which merged these qualities with everything that makes for a satisfying cup of tea.
Chai? Tea? Or Everything In Between?
In the design considerations that followed the confidently desi formula, the team developed a system that was infused with bold, vibrant colors that hinted at freshness and happiness.
Chai is a versatile beverage which everyone likes to consume on their own terms. Ingredients like lemongrass, ginger and even other masalas – in addition to a host of methods used to prepare it – no two cups of chai are the same.
Our packaging system reflects this variety. Ingredients take the spotlight, where relevant codes and colors correspond with the ingredient at hand. This helped consumers sift through their sizable portfolio with ease, while leading them to their preferred variant.
“Toran-inspired patterns can be found on the edges (A toran refers to a sacred gateway – the ornament is found on door arches in Indian homes). The ingredients, too, are held in wooden spoons reminiscent of Indian kitchen utensils. The “Proudly made in India” messaging is given special prominence, reinforcing the theme. ”
Brand names are followed by variant names in a clear hierarchy. Variant names have their own desi quirks, making them ownable, memorable and evocative. Due diligence was also done as regards the key difference between indulgent desi ‘chai’ and non-milky, health-focused ‘tea’ when labeling the package. The team used authentic Devnagri to highlight this difference, while also using Devnagri inspired font for variant names like green tea, or masala chai.
These measures ensure that customers easily pick out the Chaayos packs they want on shelves inside the café - while being D2C friendly, helping the product to stand out in a crowded online marketplace too.
Desi Goes Global
Our design considerations wouldn’t have been complete without integrating cues that showcased Desi pride for global markets. Allusions to Indian culture are easily found on the packaging. A bus-ticket-stub element contains the variant name.
Toran-inspired patterns can be found on the edges (A toran refers to a sacred gateway – the ornament is found on door arches in Indian homes). The ingredients, too, are held in wooden spoons reminiscent of Indian kitchen utensils. The “Proudly made in India” messaging is given special prominence, reinforcing the theme.
““Styles come and go. Good design is a language, not a style.” ”
This authentic, earthy treatment easily blends in with the vibrant colors of the main packaging while being supplemented by many contemporary touches and typography. In summation, our design solution for Chaayos enables them to:
Launch their merchandise on online marketplaces, which the system is optimized for – in addition to being D2C ready
Connect with their audiences on a local and global level
Demystify their offerings, enabling quick purchase decisions
Reinforce brand identity and recall amidst a host of other brands vying for the space