Rhyzome Design Studio – Chai Pe Charcha Packaging Project
“ Our Client Chai Pe Charcha is a tea cafe who wanted to have their packaging designed which had to have an Indian (Desi) touch. This packaging included a snack box and tea box. The message of the entire packaging and branding was to be desi, quirky, fun and had to convey the message of comfort and affordability.
The tea box is used for daily delivery and hence it was targeted to office goers who would like to order in tea from their workplaces. The design was to be around the copy “Chai At Your Comfort”. To showcase comfort and tea, we illustrated an office employee enjoying and relaxed with his tea and smoke from the teacup billowing out the main copy. The back side of the box was a fun mind map on the many reasons why people love tea and it was made in a fun interactive way with arrows and artistically aligned type. Colors used were yellow and brown, which showcased affordability and brown is the natural color of Indian style tea or Chai.
Next, we went to the snack box, this was specially commissioned for festivals and parties, wherein bulk orders would be accepted. The design we went for her had to have a quirky yet festive feel. So the illustration used was of a multi-colored kettle with Indian elements and swatches. Again the overlying color was yellow but the entire feel of the design gave a fun, quirky vibe especially due to many elements and colors used.
The entire packaging was designed keeping both the brand colors and audience in mind. We wanted to attract the youth and office goers and the illustration style, colors used and, the entire look is made just for this reason.”