CHAIWALLA CO.
Objective
The objective of Chaiwalla Co. was to reframe chai as a cultural ritual rather than a commercialized beverage. The project sought to preserve its sensory, historical, and communal depth through a cohesive brand system rooted in authenticity and cultural storytelling.
Approach
The brand identity was developed through research into Indian chai rituals and traditions. Block-print patterns, vernacular typography, Earthy color palettes, handcrafted materials, and layered motifs were used to evoke warmth and heritage. The system extends across environmental design, packaging, print collateral, and digital platforms.
