CHAIWALAH
TEA SELLER
BRAND IDENTITY
CLIENT:
Mock Brand
BRAND:
Chaiwalah (Tea Seller)
COMPANY OVERVIEW:
Founded in 1930 on the streets of New Delhi, Chaiwalah owes its humble beginnings to its forefathers, who had one small tea stall but had visions for the future.
They were the original pioneers of the recipes in the store today, with many people coming from afar just for a sip of their deliciously famous Masala Chai.
Chaiwalah, today still symbolizes that authentically delicious taste, tradition, and quality.
Mission
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To reconnect traditional Indian chai with its authentic roots. We pay homage to the ingredients and experiences of India.
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Chaiwalah believes in the simplicity of the ingredients. Our certified organic whole spices are masterfully blended and ground to order in small batches to ensure freshness and potency, blended with certified organic fair trade teas to create a cup of chai guaranteed to spoil you for anything else!
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Our chai mix is superior in its formulation giving each sip a complete tea experience. Daily intake of masala tea helps improve your health, enhance your focus, and keep you energized for the day.
Services
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We deliver the finest chai kits and premixed chai in retail
stores, online, and within our stores nationwide. -
Giving Back: Supporting rural farming initiatives.
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Sustainability: Sourcing from small, sustainable farms that are socially conscious. All of our packaging is reusable and eco-friendly.
THE PROBLEM:
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Reconnect traditional Indian chai with its authentic roots.
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Pay homage to the ingredients and experiences of India.
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In an overcrowded marketplace, it is imperative that the brand is memorable and stands out from the other masala tea brands on the shelf.
KEY OBJECTIVES:
Colourful, Distinctive, Traditional, Approachable, Stand Out, Creative, Unique, Welcoming, Playful
THE SOLUTION:
I focused on the keywords chaiwala, traditional, and colourful when creating the Chaiwalah brand identity.
Icon
Chai is the Urdu word for tea, as in masala chai, and wala indicates the person performing the task, so chaiwala is a street seller of masala tea.
The visual identity pays homage to the traditional chaiwala and my time spent traveling in India. The illustration creates a distinct, visually creative expression of its Indian roots and makes chaiwalah stand out from its competitors.
Logotype
I customised the Baka Too font for the Chaiwalah logotypes for its authentic and rustic feel with a hint of Indian influence, like that of elaborate writing used in the ancient Indian scriptures.
Colour
I wanted this brand's palette of colours to represent India, a country renowned for its distinctive and vivid colours. Colours that are intricately woven and deeply rooted in its culture, religion, and tradition.
REQUIREMENTS:
Apparel, Branding & Identity, Illustration, Business Collateral, Internal & External Marketing Materials, Packaging & Signage
Coffee just isn't my cup of Chai