The Chai Point flask, by now was the veritable go-to accessory for every post-funding start up worth their salt. We were engaged for a small, test project to repackage a range of teas sold in-store, that we referred to as Loose Leaf Teas. This was a range of top-of-the-line single origin teas, but somehow the product lacked shelf-throw and was being missed by the low-attention-span audience walking through the stores.
The other thing Chai Point takes very seriously, is Chai itself. They are involved in every step of the process of making sure you enjoy a great cup of chai. We noticed how passionate the brand was about bringing the chai from “garden to glass”. So we decided to depict this story through the narrative of a simple doodle that ran across the pack. It acts as a natural cue for consumers to turn the pack, once it has been picked up. This was our pièce de résistance to nudge the consideration closer to a conversion.
We began our process by sending in teams to just watch people at various Chai Point stores. We went to other tea chains, we went to coffee chains, and when we were exhausted, we went to boutique tea and coffee houses.
There are many things we love and respect about Chai Point, but the thing we admire the most is their commitment to sustainable and conscientious packaging. Everything we did had to be environment friendly. That made our challenge that much harder, because not only did we have to jump off the shelves, but we had to do it without killing any dolphins.