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.