Icarus Design

Despite pioneering the green tea category in India, Tetley found itself lagging behind Lipton over time. While Tetley had built the category and its association with health, Lipton swooped in looking more tasty and Tetley was left playing catch-up. Our challenge was to bring back the taste to Tetley, while building upon the Immunity story that consumer's associate with the category. Our refreshingly tasty designs have helped arrest Tetley's slide and seen the brand perform better.

If there’s one thing that unites every Indian, it’s cricket. With the T20 World Cup round the corner, Bingo celebrated India’s love for cricket with special edition packs. Our designs retained the sense of quirky fun at the heart of the brand, while adding further action through cricket elements in a perfect symphony of brand and occasion! Little wonder that a pack of chips is always kept handy by most fans to help get through the excitement of cricket matches!

The Ripple brand has always been more than just tea. Its parent company, Kanan Devan Hills Plantation Company Ltd., has tea gardens, takes care of forests, builds roads and hospitals, and is participatively managed by all its employees. As part of a larger Service Design engagement, our in-store graphics developed for the KDHP’s flagship Chai Bazaar outlet uses contour lines to replicate tea gardens and convey a brand intricately connected to the land – Celebrating Munnar in all its glory!

In a market entrenched with two strong brands – how do you create desire for a new brand? It’s easier if you own your own plantations, for a start!
With its promise of Plantation Fresh Coffee, Icarus helped set Tata Coffee Grand against the category heavyweights.
A distinct colour palette and highly evocative imagery that tapped into consumer associations of fresh coffee helped create an instant connect across India.