background
Rungta, a tea manufacturer with a strong presence in tier 2 and tier 3 cities, wanted to expand their market segments. ‘Roz’ is an affordable, entry-level blend.
objective
Rungta teas have a host of sub-brands, offering something for every palette and pocket. ‘Roz’ was a part of their budget range, bridging the gap between loose and packaged tea. ‘Roz’ has an everyman, affordable appeal. But there’s also a quality signal.
design
What you do everyday is your real quality. Roz overturns the pretended high class tea that is the bane of the category. The insight here is that quality—especially in tea— is individual.
‘Roz’ illustrates this with a ‘show of hands’, and cups, voting for a great cup. A range of cups, and different ways of holding them, highlighting individuality and community, at the same time. There are six, as if to say ‘one for each day of the week’. Finally, the Devanagari ‘Roz’ reinforces its everyday Indianness. Bold colours drive home its ordinary brilliance. A dust variant is differentiated through the pack colour.
share
Rungta’s roz: a cup of chai, every day, for everyone
Rungta’s ‘Roz’, is a budget blend. It’s name Roz (or everyday) implies a tea for daily consumption, signalling economy. We used the everyday Indianness of tea to cement Roz’s identity and positioning with the pack design as the vehicle.
cups, hands, gupshup, chai
Different hands holding tea cups differently point to tea’s role in an Indian’s daily life, both individual and social. The cuppa is as much a personal ritual as it is a social catalyst. The Devanagari ‘Roz’ reinforces its Indian identity. A dust variant is differentiated through the pack colour.
sharePartner-in-charge & Creative Director Itu Chaudhuri | Art Director Itu Chaudhuri | Design Concept Niloy Kundu, Archie Pareek | Design Development Niloy Kundu, Ashok Dey | Illustration Niloy Kundu, Ritu Kumari | Design Options Niloy Kundu, Archie Pareek | Print Supervision Niloy Kundu | Project Duration 6 months
