Twinings’ Line of “Chai Teas”
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RISD Fall 2019
Advised by Aki Nurosi
Advised by Aki Nurosi
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Redesign for Twinings’ line of “chai teas” rethinking the design strategy from conception of the product to the design of its package to present this selection of teas as an authentic product, a collaboration with India
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Currently offered in the following flavors — Chai, French Vanilla Chai, Pumpkin Spice Chai, Spiced Apple Chai and Ultra Spice Chai, the line follows the popular rhetoric of exotic “Chai Tea Lattes,” appropriated versions of a traditional Indian beverage first introduced by Starbucks and far removed from the original. The imagery on the package draws from stereotypical symbols often associated with India — the parchment, the overuse of red, swirly lines, spiritual symbols, everything that lends to the exotic, sensual and often conservative image of India
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Redesign offers traditional flavors — Masala Chai, Adrak Chai, Elaichi Chai and Kesar Chai, draws from an authentic color palette (derived from the product itself) to form the basis of its visual language, and presents the line as a collaboration giving due acknowledgement to where the ingredients are sourced from and the concept borrowed from
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Label Redesign + Design Strategy
