background
The Rungta company owns the tea brand Real which is popular in parts of Bihar and smaller pockets in other states. The company wanted to diversify its tea range and take them to urban markets. Thus addressing new customers.
architecture
The first step was an architecture to accommodate a wide range of tea blends. The ‘Rungta’ identity is credited as a provider of quality foods. Under the Rungta’s banner, the existing tea brand Real offers specific varieties of products, which have qualities that lend an advantage over generic versions. Variants would be marketed with a focus on their origin.
brand idea
The Real tea range and future products aim at eager modernizers, keen on upward, urban mobility. The umbrella brand essence is ‘success’, which is closely associated with these audiences with the consumption of quality packaged food.
expression
The Real identity radiates a degree of modernity, with an aura of security. Its personality is modern but conventional. Several sub-themes abound in the packaging. The floral patterns subliminally cue the morning pooja. The Real packaging also suggests authenticity, informing customers about the provenance of the tea. Its calm, straight-forward presentation is appropriate for a brand with little advertising support, to support a more extravagant personality.
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upward mobility and rooted values. success is like that only
In 2013, the Rungta Company sought to enter the urban Indian market with its tea brand Real. We were approached to brand the tea range and Rungta’s future products to address a more modernised market segment. The new brand umbrella projects an aura of success with strong values.
optimistic, modern, trustworthy
The Real identity radiates a degree of modernity, with an aura of security. The floral pattern in the packaging structure subliminally cues the morning puja ritual, never far from tea. The provenance of the tea is announced; Real is authentic.
creating a pack for current and future tea range
The Real pack extends across different tea categories through fixed grouping levers—colour, cup styling, brand identifiers against the identity of the flower graphic. Smaller details reinforce the Real promise of authentic origin and quality.
sharepartner-in-charge itu chaudhuri | creative director richa bhargava | designers neha bajaj, simrat singh, saumya kharbanda, prashant gaikawad
