Tea in India exists across two very different worlds. On one end are traditional chai brands built around heritage imagery, nostalgia, and loose leaf rituals. On the other are ready to drink iced teas that borrow heavily from soft drink aesthetics, often losing any visual connection to real tea culture.

When Jaipur based brand Gulab’s approached Studio Moccha, the challenge was to bridge these two worlds. The brand needed a cohesive identity that could live across traditional masala chai blends as well as modern canned iced tea beverages, without feeling fragmented on the shelf.

Studio Moccha positioned Gulab’s as a contemporary tea house, rooted in Indian chai culture but expressed through a clean, modern design language. The goal was to celebrate tea as both ritual and refreshment, allowing the brand to move fluidly between hot brewed chai and cold ready to drink formats.

A key part of the project involved rebuilding the entire SKU architecture. As a new venture initially catering to the Rajasthan market, Gulab’s required a packaging system that could manage multiple blends, pack sizes, and product formats while remaining simple and scalable. The solution was a modular system where typography, layout, and colour work together to create a flexible visual structure.

Bold colour combinations play a central role in differentiating each blend and iced tea variant, while maintaining consistency across the overall range. This approach allows every SKU to stand out individually while still feeling unmistakably part of the Gulab’s family.

The result is a packaging ecosystem that balances familiarity with freshness. By bringing together traditional tea cues and contemporary beverage design, Studio Moccha created a system that allows Gulab’s to evolve naturally as the brand expands beyond its regional launch.

With Gulab’s, tea is no longer confined to heritage packaging or soft drink formats. Instead, it becomes something more fluid: a modern tea house brand designed for both the rituals of chai and the rhythms of everyday refreshment.