CUP JI
A cup of innovation
Cup-ji is a modern “tea in cup” brand founded by a curious duo of cousins – Jay and Aakash Sotta, who were on a mission to find a healthy, easy to brew, tasty alternative to traditional Tea and Coffee. It is a truly unique brand featuring a variety of tastes to suit desi preferences with original characters matching the mood of every flavor and unique in the way how the tea itself is prepared.
Given that it is a new product, truly different from what already exists in the market, we and the founders agreed that we had to get as literal with the information as possible in order to educate the audience about the product and the brand, right from how to use the travel-friendly dispenser box, how to prepare the tea, brand story and the mandatories like ingredient and nutrition details.
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The challenge
Given that it is a new product, truly different from what already exists in the market, we and the founders agreed that we had to get as literal with the information as possible in order to educate the audience about the product and the brand, right from how to use the travel-friendly dispenser box, how to prepare the tea, brand story and the mandatories like ingredient and nutrition details.
OBJECTIVE
01 Compose a distinctive brand speak.
02 Create character stories to match flavours they represent.
03 Educate with clever use of text and design cues.
04 Maximise minimum space.
05 Design a hard-to-miss packaging that stands out on shelf.
OUR APPROACH
Inspect and Conceptualize
We got up and personal with the product and its temporary packaging. PS – this included sampling all the tasty flavours. After understanding the product and the brief, soon followed the research and chalkboard brainstorms. From rounds and rounds of brainstorms to arriving at a befitting concept, we mapped quite a journey.
Write
A coherent and uniform speak for the brand was created, nuanced with distinctive wit. The same also reflected in each flavour’s character story too. We got right down to having fun with the text and let the ingredients give us all the whacky inspiration we needed to create Character Names and stories that would stand out.
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Design
Research, sketch, choose colours, digitally illustrate, fit text – this is how we went about the designing sparring the details about the redos and thoughts. To align the visual communication with the brand personality and extend their original design language, we chose the doodle style for art. The art and text were consciously placed across all sides of the box with a clear chronology and intent of message reception
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Test
After the 1st round of design, a small batch of boxes were printed and tested at events by the founders, where they received valuable feedback and appreciation. This is when the team regrouped with the founders, who with their clear understanding of their product, customers and their feedback guided us to make final changes which were incorporated in the design before the packaging boxes were ready for the shelf.
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Result
We put out correct information, sans the boredom attached with facts.
Changed perception of the customers, leading to a scale in market price.
Higher “on-shelf pick up” numbers. Higher sales.
BRIEF RECEIVED AND ACED!
Checkout what our clients say about us !!
Anuraag Gupta
Tyremarket.com
I have been their client for several years now and just love their work. Flying Elephant designs studio understands the clients’ requirements and then designs to cull out the best designs for your business or personal events like weddings, etc. Their work is contemporary, creative and customised.
Devang Shah
Ayurprana, USA
We have been working with Flying Elephants for the past 3 months and have had great experience. Akanksha does a great job asking questions to understand our brand and market. They are open to feedback and going back and forth on getting the design elements right. they also provide their opinions regarding design in a collaborative way.
Radhika Shah
Sales Director, Amal Developers
We were very happy to give our ideas to the fantastic team of Flying elephants , Akanksha n team ! They designed the brochure of our new building in khar with our inputs and ideas very well and it was an excellent experience ! All the best to the team!