TGL Co. Indian Chai
Packaging the humble Indian Chai for the world
The Good Life Company (TGL Co.), one of the fastest growing hot beverages startups in India, was already known for their loose leaf luxury teas. They had some popular duty-free shops at Mumbai International Airport and at airport lounges and QSRs across Mumbai, Bengaluru, Kolkata, Goa, and Chennai and were looking for packaging solutions for people wanting to carry Indian style tea back to their homes abroad. Our brief was to package the humble Indian Chais for the world.
We wanted to create packaging that stayed true to the Indian roots but had the luxurious western design sensibility that TGL Co. stood for. We went back in time to colonial India to bring alive the tea gardens of the past and juxtaposed it with the Indian national animal, bird & flower to create an exotic French Toile de Jouy style landscape scene.
The three flavors Kadak Masala Chai, Bombay Cutting Chai and Ginger Chai had three different unique colors but the same pattern to make an economical packaging solution. Copper foil contrasting with the pastels created a perfect luxurious combination of east + west. We designed the individual tea bags in gold that served as a luxurious surprise as one slide opened the packaging.
The packaging was a great success and was later adapted by the brand for Indian milk chai premixes that found its way in airlines, hotels and many homes in both India & across the world.
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