Timma’s Chai Shai
Brand Visual Identity, Packaging Design Illustration , 2024 Process BookSeeing my mother's daily tea ritual, I noticed chai's decline among younger generations, inspiring me to create a memorable tea brand that revitalizes this fading Indian heritage. I designed a visually striking brand identity with the use of bold typography, a strong and warm color palette, and hand-illustrations of mascot characters to resonate with a younger target taudience.
With coffee taking over daily routines, chai is often left behind. Chai Shai bridges this gap by offering organic loose-leaf tea for slow, mindful brewing at home, and iced chai latte cans for grab-and-go ease on sunny, busy days. Designed for the younger generation that craves convenience, our ready-to-drink cans bring the comfort of chai with a modern flavors like lemon, cherry, and matcha.
These vibrant elements are adapted to branded merchandise like custom to-go cups, tote bags, and postcards to position Chai Shai as a modern beverage for today’s youth and create a memorable experience for customers.Each branded element is designed to reflect chai’s cultural richness, appealing to today’s youth while honoring my mother Timma’s love for it.