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Printing Process: Offset printing, Flexography The Chai Co. is a newborn European brand that brings Indian Tea to the Western market. Company’s mission was simple: take highest quality teas to the masses. The product is intended for a young audience. The task was to create premium, minimalistic brand identity with a very subtle Indian influence. India is instantly associated with bright tropical colors and bizarre shapes. In addition, when young people are the main target audience, it is natural to use bright palette and funny, lively design solutions. However, in general, the brand needed a minimalist, modern and urban look in a European way. Therefore, it was necessary to find a balance between the exuberant vibrance of the East and the rational brevity of the West.