MADHU JAYANTI INTERNATIONAL LTD
BRINGING A TEA BRAND TO LIFE IN CHAI-DRINKING INDIA
Develop the brand end-to-end. From research and identifying varied positioning opportunities, to developing a unique and emphatic brand name, conceiving the packaging design, validating concepts with consumers and developing the advertising and marketing collaterals, we did it all!
When we collaborated with one of world’s most trusted tea companies, Jay Tea, our intent was to help launch an all-new brand of strong, high-grade, black Assam tea that would resonate with the target audience.
Hardworking, ambitious and aspirational blue-collar workers from Tier II and Tier III cities, who have the desire to do better in life and quickly ascend the success ladder.
Tea or chai is an integral part of everyday life in India. Our research across markets validated this and revealed that it served as a kick-starter for the day; an ‘essential and anytime energiser’ that uplifts spirits and helps get through the day. We depicted this important quality of tea, through the choice of name and visuals.
NAMING AND VISUAL IDENTITY
We chose to name the tea brand, Sphoorti, or ‘full of life’, to imply the boost the tea gives to its drinkers. This, we complemented with a visual connotation of a whirlpool, to depict the transformation that people experienced on drinking the tea. ‘With Sphoorti, nothing seems impossible and it bolts you towards a better future’, was the idea we wished to convey through the name and its visual identity.
BUILDING BRAND SPHOORTI
Visually, we conveyed the energy that Sphoorti stands for in a variety of ways, including the tagline and our choice of font. We chose a contemporary font that we italicised, to convey a forward motion. The tag line, Rag Rag Mein Raftaar, qualified the brand identity, along with two speed lines that reinforced the element of energy.
Breaking away from conventional tea packaging designs that showcase visuals of tea gardens, we adopted a more vibrant and graphic route. This established Sphoorti as a young and contemporary brand that the target audience could identify with and trust, thus positioning it as a partner in their journey to success. Our choice of colours for the pack – orange for the dust tea and green for the leaf tea, ensured that the packaging holds its own on retail shelves.
ADVERTISING, MARKETING, AND EVERYTHING TO ‘GO-TO-MARKET’
We didn’t just create a unique brand identity for Sphoorti. We also developed a vibrant set of marketing collaterals that could ‘speak’ to the target audience.
Through all our communication, we retained the image of the whirlpool. We infused it with the packaging’s energetic colours, to depict an exciting and vibrant sense of transformation. We carried forward this visual across varied collaterals like in-store posters, POSM cut-outs, and unique tea van graphics. We also designed the look and feel for a website for Sphoorti.
Our scope of work, however, was not limited to only design. We also worked closely with a production house to develop the plot ideas and a script for a TVC. Using the analogy of sports as a medium of transformation and victory, we developed an inspiring TVC that depicts a game of kabaddi, a sport very integral to Maharashtra’s small towns rural regions. The accompanying jingle was energetic and one that would create an instant connect for the target audience.
BRINGING SPHOORTI TO LIFE
Many months of research, strategy, and design eventually culminated together at a grand launch of brand Sphoorti. Over the two days of the launch event, we brought Sphoorti to life through different forms of communication such as standees and promotional collaterals. We were involved with designing and executing the venue dressing for the launch event. We created a number of visual touchpoints to give guests at the event, a first-hand experience of the brand. Elegantly designed kiosks across the venue with the Sphoorti branding, allowed efficient display of the two tea variants. A container wrap for the hot tea container that dispensed tea samples to guests, and promotional balloons strategically strung across the venue, were other ways in which we successfully brought brand Sphoorti to life.
The colourful Sphoorti visuals were also manifested on tee shirts worn by kabaddi players at the event. This further enhanced the mood and served as the perfect backdrop for unveiling the TVC.
All in all, we adopted a holistic approach towards developing brand Sphoorti. We went beyond our mandate of creating a vibrant brand and launching it; we managed the project from start to finish and worked with the Sphoorti team to execute the entire campaign in a manner that the brand would elicit a strong customer connect and brand recall!
NAMING + BRANDING + PACKAGING