Herbs & Kettles

services
Packaging Design
Art Direction
Branding
INDUSTRY
FMCG
Direct to consumer
year
2023
A tea brand with a whole forest's worth of mascots
Abe and Poorvi, tea sommeliers, source the finest single origin, single batch teas directly from small sustainable farms across India. Their rebranded collection of Chaiwalas, represented by popular wild and endangered animals, not only showcases India's cultural diversity but also raises awareness about endangered species. They utilize their brand's CSR to support relief causes for their Chaiwalas through various animal welfare funds.

The brief

  • To rebrand them, and create a visual system that matched how exclusive their product was.
  • To integrate India into the brand without using cliches for a USA audience.
  • To differentiate their brand against tea brands in India, and the USA.
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The strategy

  • Enter the Chaiwalas: a created collection of mascots that were represented by the most popular, wild yet endangered animals of India.
  • The purpose was twofold – to showcase the diverse culture of our country, and to draw attention to the variety of species that exist and might be close to extinction.
Simple, yet iconic.

The ampersand between Herbs & Kettles serves as a moniker for the brand , that also symbolises a kettle when you look at it up close. Once you see it, we hope it sticks in your mind!

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Meet the Chaiwalas

To draw our American audience to the authenticity of this brand, the Herbs & Kettles universe featured the' Chaiwala', as mascots. These chaiwalas, almost as a representation of the founders, carry the story of the tea, its region and origin. Each mascot is an animal you find in the region the tea is sourced from - for example, the Red Panda from Darjeeling. The motive is two fold — to incite the notion that these products have been brought to you directly from the diverse country that is India, as well as to raise awareness about endangered animals helming from these regions as the true carriers of the goods that also originate from there.

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A collection encapsulating all kinds of packaging –gorgeous tins, sample packs, refill pouches and gift boxes with multi purpose utility.

How do you design for a luxury brand that has 43 variants, and then some. We started out by creating a base tin, that came beautifully embossed with the Herbs & Kettles symbol, along with a strong brand note. This left enough room for experimentation on our end on how we could create beautifully illustrated label showcasing the diverse flora and fauna that is India. Custom maps elaborating the region the tea helms from, supported by gift boxes that each highlighted a different region and environment from India.

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Creative
team

DESIGN & CREATIVE LEAD

Ananya Tantia


Design

Aishwarya Khoche

Anvita Tekriwal


Animation

Srinwanti Sarkar

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Content 


Rough Paper


Photography

Iain Bagwell

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careers@9133designstudio.com
Kolkata, Pune

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