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Bēhance

  • Tetley Chai

  • With the supermarket chai category in rapid growth, Tetley enlisted Bold-inc to create the branding & packaging for their new chai product.  Chai, more than any other hot beverage creates a combination of warmth, comfort & sensory stimulation. The multilayered aroma of Chai plays a huge part in the experience, its not just about taste.  The design intentionally moves away from the traditional cup shots and generic steamy background tones that dominate the category. Bold-inc captured the heightened sensorial experience of Chai through textural finishes, bold, vivid colours and meaningful details with the brand and packaging design. 
  • The existing category of "hot instant beverages" was virtual wallpaper and lacked individuality.