Tea India Ayurvedic: a soul healing packaging range to support the growth of the Tea India brand portfolio

Having successfully demonstrated that Tea India was one of the fastest growing brands in the Dorset Tea group, the team set their sights on opportunities to reach a wider audience. Consumer research revealed that Tea India drinkers held an overwhelming desire to ‘rebalance’ and live a mindful life, which manifested through daily practices like yoga and clean eating.

In-line with this revelation, they recognised an opportunity to develop a contemporary range of teas that fulfilled the desires of yogis and complimented the mind-body health practices of Ayurveda. We were asked to design a distinctive new packaging range that drew on the spirituality of what was contained inside, and also complimented the original chai tea range when sat side-by-side in-store.

Working with the existing brand assets, we deconstructed Tea India’s signature teapot illustration and reshaped the elements to create a gently curving frame to house the product details. Inspired by the holistic practices of Ayurveda we introduced vibrant background colours to differentiate the range from the existing Chai products. The logo, stamped in gold foil, adds a touch of luxury and creates some serious shelf-appeal.