Foods Pvt Ltd
Founded in 2010.
15+ stores at the time of Brand Change in 2014.
Category. QSR Tea Cafe Chain. Omnichannel _ Retail + Digital + B2B.
Market Segment. Out of Home _ Premium Beverages.
Competition. Unorganised Tea/ Chai shops. Coffee Cafes.
A New Age ‘Chai Brand' for the ‘White Collar Indian’ .
Originally launched as a hygienic alternative to the roadside Chai for the masses, in 2014 the brand was looking to transform its business model to a premium ‘Chai at Work _ Chai for Corporate India’ opportunity. This new to the market concept targeting ‘Corporate White Collar Indians’ at offices, airports, and other business congregation points needed a new identity x vision x brand image.
A brand that will continue to be culturally relevant and is grounded in all the right ingredients to go on to be leader / an icon.
Our objective for this rebranding exercise was not just to enhance and elevate ‘Chai compared to a Cappuccino’ but also to create a new age, unique ownable simple _ no nonsense ‘Chai for Contemporary White Collar working Indians’ brand.
Chai Point. India Runs on Chai.
2014.
REBRAND STRATEGY + BRAND REPOSITIONING + BRAND IDENTITY + PACKAGING STRUCTURAL DESIGN - PRIMARY _ SECONDARY + PACKAGING DESIGN SYSTEMS - INFORMATION _ IDENTITY _ EXPERIENCE + RETAIL STRATEGY + RETAIL BRAND IDENTITY + RETAIL EXPERIENCE DESIGN + BRAND IDENTITY EXTENSIONS
#ChaiPointd#IndiaRunsOnChai d#ChaiNotTea c#ChaiBreak d#ChaiAtWork d#ChaiTimeSnack d#MadeForChai s#ChaiRituals x#ChaiForAll #NewStore
.avif)
170+ Company owned Stores across 25 cities / 7 states.
3500+ workplace community hubs covering 21+ cities
Now World’s largest Chai-led beverage platform. Chai Point.
Archive Team.
MODEL
Request you to please share your rating on the brand approach, intention, design, evolution and journey based on the following parameters
©HOUSE OF KATHA 2025
