Chai Chun was created to establish a new retail player with a wide range of teas
for the large tea-drinking population of India.
The brand promise was ‘to make the tea drinkers’ tea purchase as warm, inspiring and
stimulating as the drink itself with an exciting in-store brand experience.
The brand identity is a wittily designed tea-cup made up of coloured tea leaves to convey
the wide variety of flavours and blends of Chai (tea) that one can Chun (select) from.
The colour palette, inspired by India’s vibrant expression of colours, was created
to define the various product ranges so that consumers can clearly identify them
and choose with ease.
‘Pick your perfect tea’ embodies the spirit of Chai Chun.