TATA-Tetley is launching a range of chai tea products, Chaya, with a brand identity and packaging created by Brandhouse WTS.
The drinks, based on green, black or red tea, made with steamed milk and served in the style of a ‘latte’, will be on sale in more than 100 independent UK cafÃ©s and coffee bars from the end of this month.
Brandhouse WTS was appointed to develop the identity in November, as part of a strategy to challenge the current high street coffee culture.
The packaging uses a range of shots taken by photojournalist Ramu Aravindan and features vibrant ‘indulgent colours’ to suggest a swirling infusion.
According to Matt Small, account director at Brandhouse WTS, ‘This project was a big brand journey. The product is very different from most people’s perception of tea. The challenge was to develop a brand that communicated this difference and [will] establish it as a credible, new alternative to coffee.’