The Focus
TCPL intended to leverage a one-of-a-kind experience by selling a range of instant cold coffee decoctions
This range would break into the highly competitive ‘home coffee’ segment, providing a direct option to make cold coffee via a specialized decoction as opposed to using instant coffee
Needed a packaging system that justified this unique proposition while standing out on the shelf, making customers feel comfortable with the idea of café-style cold coffee at home
The Design
The team at Elephant designed a packaging system that infused cues of indulgence and taste in a modern, engaging format
The packaging features symmetric, abstract forms of ice-cubes which segregate essential information while allowing for modifications, making for an adaptive system that can accommodate an expanding range of flavours
Elephant’s packaging differentiates itself from traditional offerings by deviating from conventional category codes, highlighting its unique proposition while connecting it firmly to the Tata Coffee Master Brand
The Story
TCPL formally acquired a majority stake in Consolidated Coffee Ltd. in 1991. This marked the beginnings of Tata Coffee as an entity – but we can trace its coffee-making roots to 1922. Today, it is one of the world’s most significant integrated coffee cultivation and processing companies, with over 19 estates spread over 8000 hectares in India alone.
TCPL approached the team at Elephant with an intriguing, innovative product idea: the cold-coffee decoction. Kolkata’s iconic ‘Indian Coffee House’ announced the beginnings of café culture in 1957. Despite the strong Indian preference for tea, café culture has been responsible for introducing coffee as a potent, lifestyle-driven alternative. But there’s a catch: coffee penetration inside the household remains low.
In households where consumption does occur, North Indians choose instant coffee. At the same time, their southern counterparts focus on the iconic filter coffee. But what about cold coffee? Again, instant coffee is utilized to prepare it. Filter coffee decoctions flood the market, but none cater to cold coffee specifically. It was here that TCPL saw an opportunity and decided to launch a range of cold coffee decoctions – the first of their kind. The availability of flavours like Irish Crème and Mocha added to the novelty.
TCPL approached the team at Elephant so that we could work with them in developing a packaging and visual system for Tata Cold Coffee. Apart from being distinct, consistent and engaging, the system had to justify the product’s unique propositions. The newer modes of coffee consumption (home brewing, filter decoctions) are predominant among the younger generations. This information had to factor into the design of the packaging system.
Modern, Cold Indulgence
The team immediately deviated from standard decoction packaging designs that heavily used browns and yellows. Instead, the team opted for an assortment of brighter, more eye-catching colours to draw attention to the product and its variants. The system is adaptive and can be utilized for additional flavours and variants should the need arise.
The central panel uses the familiar coffee bean brown that hints at the decoction within, with the text for liquid concentrate taking centre stage. This design choice directly presents the range’s unique proposition without additional gimmicks.
The primary carton – and the subject of our design - contains five decoction sachets. We used the geometry of the carton and extended it via a grid-box-dominated treatment, where the variant is displayed under the central panel. These squares allude to ice cubes that one often finds in shops and other places serving cold beverages, highlighting the ‘chilled’ aspect of the coffee. The use of playful icons under this also serves to distinguish between flavour variants.
The core visual showcases the deliciousness that cold coffee is often associated with. Hot coffee and strong, black brews mark the beginning of the day and an ‘energizing start’. Conversely, cold coffee is associated with downtime and moments of indulgence – reflected by our team’s focus on texture, taste and flavour explosions.
Lastly, the team considered the measured approach that Tata brands have and juxtaposed it with youthful, modern cues. The result? A standard Tata Cold Coffee pack can distinctly stand out on the shelf because it does not follow typical decoction codes. Despite its novelty and ingenuity, it reassures customers that this is an easy-to-prepare, lip-smacking beverage. Tata Cold Coffee effectively brings the café-style experience of flavoured cold coffee into the comfort of your home – in a brand new format with the promise of more.
