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With the supermarket chai category in rapid growth, Tetley enlisted Bold-inc to create the branding & packaging for their new chai product. Chai,… Read More
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. So successful was the result, Tetley global has adopted the look for all upcoming chai products. Read Less
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The existing category of "hot instant beverages" was virtual wallpaper and lacked individuality.