Brand positioning and packaging design for chai brand
Elephant Design developed a "Confidently Desi" packaging system with vibrant colours and Devanagari script, delivering distinctive D2C-ready merchandise
80+ outlets
Nationwide expansion
Consumer and Competitor Analytics
Brand positioning strategy
D2C adaptation framework
Packaging System
Global Market Readiness 
Created a culturally authentic yet contemporary packaging system for Chaayos' retail merchandise expansion, enabling the chai café brand to extend beyond physical outlets into e-commerce channels globally. 
Contemporizing Chai in India
Founded in 2012, Chaayos recognized that while coffee had become associated with fashionable public consumption in cafés, chai remained relegated to tea stalls and home consumption despite being India's beloved beverage. This insight led to the creation of a contemporary chai café concept that offered personalized chai experiences. Having established a robust presence with over 80 outlets across Mumbai, Bangalore, and the NCR region, Chaayos approached Elephant Design to help them expand into merchandise that could reach a wider, global audience through direct-to-consumer channels. 
Unapologetically Indian Appeal
Chaayos aspired to position their merchandise for global markets while maintaining their authentic Indian roots. Their research revealed their core consumers were comfort-seekers who occasionally sought new experiences—perfectly aligned with Chaayos' extensive product offerings. The brand aimed to embody modern India's confidence and pride in its cultural heritage while embracing contemporary global trends. This balance would allow Chaayos to connect with both domestic and international audiences through packaging that could stand out in crowded online marketplaces while effectively communicating their unique brand proposition. Confidently Desi
The packaging system celebrates the bold, modern, quirky aspects of Indian culture. Vibrant colours, ingredient-focused imagery, and Devanagari script create distinctive shelf presence both offline and online.
The Versatility of Chai
Each variant received its own naming treatment, and we paid special attention to distinguish between indulgent "chai" and health-focused "tea". 
We used toran-inspired patterns, wooden spoon imagery, and bus-ticket-stub design elements to design our system.
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