Functional Packaging design
MalCha
Instant tea packaging for India on the go.
Story
Tea is Intoxicating, it is more than just a cup that starts the day - the thick sweet drink is an integral part of the rhythm of life. It’s a unifying artefact, a social drinks.
For many, It’s an addiction.
This project is an ode to this feeling of “High on Chai”. Inspired by the Tapri - Chai Sutta, and the nostalgia it brings with memories of togetherness.
Consumer Insights
Concept Sketch
A play on the culture of “Chai Sutta”, and a pun on the instant high that you get from drinking chai.
The Sticks are compressed tea and milk powder as seperates so that the user can break it apart and add as per preference.
USP 1
On the go packaging
USP 2
Customised to the Tea
Less milk? More Strong?
When it comes to Chai, people want their own compositions - stronger chai, Milky chai etc.
Current premixes don’t offer these preferences, Therefore making sticks that the user can break and use according to their taste solves a huge problem
Brand Identity
Indie Retro Nostalgia
Brand Vibe
• Bubbly
• Quirky
• 90’s nostalgia
• Vibrant
• Desi illustration
• Playful
Brand Name
Finding a name that sets the tone
I wanted the name to have an association with tea, yet at the same time be quirky & have a memorable ring to it.
“Malcha” is a catchy name that silently embraces the pun of Chai & Sutta (Cigarettes), while being soft to say & easy to remember. The inspiration for the typeface has been to keep it bubbly, quirky & playful.
Typography & Iconography
Information Hierarchy
The layout for the label covers all essential information. From having the brand identity on the front, to having directions of use illustrated on the side. The back side carrys necessary information about the ingredients, food safety guidelines, price and manufacturers contact.
Variants
4 Diverse flavor profiles that suit the India taste palette
Wrappers
