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Breaking-through
a cluttered category
by leveraging the
craft of Packaging
& storytelling.

The Pahadi Story Masala Chai was a bold attempt of the brand to enter an already crowded category - Masala Chai, the quintessential beverage of India. BigBrandTheory enabled this feat by making Packaging the poster boy.

The idea was to paraphrase the brand’s essence, the product’s authenticity and its story into a striking visual narrative. The key anchor was to bring the emotion called ‘ek cup masala chai’ alive and also play an ode to their women farmers.

Masala Chai Hold in hand
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Team Masala chai

Unique indigenous
fonts that
are
anchored to Indian
script and
also inspired
from the shape of
the tea leaves.

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Of Tea leaves &
Indian Script:
An indigenous font

To instill premiumness we chose ‘tins’ as the containers. A packaging that brings back nostalgia and makes it a keepsake. Further on we weaved the story together through the creation of unique indigenous fonts that are anchored to Indian script and also inspired from the shape of the tea leaves. These fonts evoked the sense of ethnicity, intricacy and beauty.
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Original illustrations
celebrating Pahadi
women farmers

The fonts were supported by original, handcrafted illustrations of Pahadi Women farmers, the tea-leaf-pluckers and the vivid scenes of mesmerizing tea gardens. And these original pieces of art were set on the backdrop of a very thoughtful color - a geru red, which also in a way is inspired from the deep brown of the ‘Kadak masala chai’.

The coming together of unique illustrations, an indigenous font creation and an extremely nuanced and artistic packaging,made the tin a piece of art and a keepsake. The design thought was extended to the brand’s new variant - The Pahadi Story Lemongrass where the hue and freshness of lemongrass came alive through a complete green tin.

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Colour
Inspiration

Earthy
Indian Red
Natural
Masalas
Chai
Cinnamon
Cardamom
Kullad
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Winner of India’s Best Design Project 2022

Winner of India’s Best Design Project 2022

A well deserved win. Being acknowledged at a reputed design award.
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2 Million+ cups sold, garnered 2000+ unique customers, 500+ customer reviews

A soft launch at a high-end local farmers market event resulted in a stock out on Day 1, for each time a consumer saw the tin, they were intrigued, mesmerized and asked for the story and eventually took the Masala chai home. The product has been a hit both for personal use and for gifting.

Eventually The Pahadi Story Masala Chai grew to be one of the best and fastest selling products of the brand, wherein the packaging played a key role in making it a favorite amongst consumers. The Pahadi Story Masala Chai has sold 2 Million cups, garnered 2000+ unique customers, 500+ customer reviews and a highly-popular choice amongst corporates for gifting purposes.

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An engaging social presence

Brining alive the quintessential Indian chai-lovers romance for this beautiful cup was an aesthetic and engaging social media presence for the product. Topical ideas like chai-shayari, cinematic reels and making the experience almost tangible enabled the cup to become a fast-moving, bestseller for The Pahadi Story.
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Thank You!

We express our gratitude towards the team at The Pahadi Story and its Co-Founder Shweta Shah to have entrusted us with their brand, vision and purpose. We have been an integral part of envisioning the products and their stories and thus building a bridge between the start-ups consumer base and enabling acquisition.