06 SOCIETY TEA REBRAND2023
Society tea is the market leader in loose-leaf black tea for South Asian ‘chai.’ Chai is intuitive to prepare, and a staple for all households, but the younger generations are seemingly less educated about how to prepare it authentically. When the tea is sold in bulk (and loose-leaf) it makes it that much more inaccessible to the younger generations. With this redesign, the goal is to make chai accessible to a younger age group and simplify the preparation process using packaging/branding.