Upping the contemporary quotient for the Instant tea range from the veteran Tea Brand ‘Wagh Bakri’.

Wagh Bakri Tea group is one of the leading Packaged Tea companies in India with over 40 million Kgs of tea distribution. They have a long term presence in tea business since 1892. With a huge number of Wagh Bakri tea lovers around the world, it has emerged as a truly global brand.
With an intention to provide the great tasting Indian tea in the most convenient way to its consumer, Wagh Bakri launched a range of Instant Tea Premix in 4 flavours in the year 2000. The brand grew popular with its existing consumers paving a way into this new category.

Having created the category, the brand now wanted to increase its consumer base to a slightly more younger TG who is always on the go and looking out for a perfect cup of tea while doing so.
The current packaging had done its job of marking the presence of the brand in the category but lacked the desired modern imagery that would appeal to the new Target audience.
Having worked with Wagh Bakri for their Organic Tea range, we were handed over the responsibility of the makeover for the INSTANT TEA PREMIX RANGE.

A quick analysis of the existing packaging shed light on certain basic flaws like the category name not being highlighted & the lack of strong visual architecture. A smart design approach was needed to rejuvenate the design.

We zeroed in on the instant refreshment concept and derived our core visual from the silhouette of an energetic individual. The colour palette was derived from the product and the ingredients that made the range so flavourful. Hence, Brown was chosen as a constant colour for branding and visual tea presentation while the background colours resembled the relative flavours like green for cardamom, deep red for masala etc. A look at a refreshing cup of tea can trigger the sensual pull towards tea drinking like no other. Using this insight, we created a beautiful transparent cup of piping hot tea with a dash of ingredients strewn carefully around it as a visual hook for the entire range.

Instant Tea, the category name was given due prominence using typography and visual along with the flavour keeping in mind the ease of identifying and choosing the right flavour. The new avatar looked as refreshed as the Brand promise to its consumers and has hit the shelves in full glory!

ClientWagh BakriServicesPackaging DesignYear2019