Brand Identity
Concept Development
Packaging Design
Advertising
UX/UI Design
OPPORTUNITY
Chai tea is gradually gaining global popularity, as its rich, aromatic flavors and comforting blend of spices appeal to an ever-growing number of tea enthusiasts worldwide.
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The ready-to-drink beverage sector is a rapidly growing yet under explored market that resonates with consumers.
From ready-to-drink coffees to handcrafted beverages, these products are designed to accommodate the fast-paced lifestyles of individuals who cannot afford time-consuming café visits.
However, there remains a significant gap in the market for a pre-made chai beverage brand that effectively meets the demands of chai enthusiasts.
RESEARCH
A traditional Southeast Asian beverage, it is gradually gaining popularity in the West, driven by its recognized health benefits.
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In addition to its health benefits, there is a growing consumer interest in exploring diverse cultures and religions.
Given the common misrepresentation of Southeast Asian culture, this brand seeks to provide a brief, insightful education on Hindu culture, enhancing both the product experience and cultural awareness.
RESULT
A premade, refrigerated Chai beverage line offering four distinct Indian Chai flavors, each uniquely characterized by a connection to a prominent Hindu God.
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The chai flavor profiles–Masala, Cutting, Elaichi, and Kahwah-are sourced from distinct indigenous regions in India.
Each profile is uniquely associated with a Hindu God, with the brand’s goal being to inspire consumers to embody the values these Gods represent.
For instance, one flavor emphasizes strength and knowledge, while another embodies good luck and prosperity.
The Brand
Mantra blends the traditional tone of Southeast Asian culture with a contemporary and dynamic approach.
The Website
The website seamlessly incorporates all elements of the brand identity, effectively telling the brand’s story through captivating visuals and compelling communication strategies.
The Packaging
The product packaging draws inspiration from the rich, vibrant colors of India, incorporating a bold and vivid communication style that reflects the country’s cultural depth.
The design not only captures the essence of traditional artistry but also engages consumers through striking visuals and meaningful storytelling.