Wild Chai
Beverage / Wellness / FMCG
Branding
Packaging
Marketing
UK
Wild Chai is a modern wellness tea brand with roots in ancient Ayurvedic wisdom. Built by two London-based founders with South Asian heritage, the brand was envisioned as a bold tribute to the kind of chai that heals, nourishes, and grounds you. They wanted something that didn’t scream “traditional” or “wild” but instead felt rooted, cool, and culture-forward.
My role was to give this idea visual clarity, to translate their story and purpose into a flexible, eye-catching brand identity that could work across packaging, social, and retail.
Summary
This project became a crash course in creative restraint and cultural storytelling. With WildChai, I had the opportunity to shape a brand that celebrates its Indian roots while still feeling modern and relevant to today’s wellness market. It wasn’t about throwing in every visual reference to chai culture it was about being intentional, choosing the details that mattered, and letting the design breathe.
Through this project, I learned how design can be more than just packaging it can be a bridge between heritage and aspiration, between story and shelf appeal, and ultimately, between product and business growth. WildChai’s identity needed to connect with both first-time tasters and seasoned chai lovers, and seeing it come alive in people’s hands (and on crowded shelves) was proof that thoughtful design really can make a brand stand out.
Why hire me? Because I care about details, deadlines, and delivering designs that tell your brand story in the most impactful way. Let’s collaborate and bring your vision to life!
Challenge
The biggest challenge? Balance. WildChai had to walk a fine line between authenticity and aspiration. On one side, we didn’t want the brand to slip into the overdone “ethnic wellness” look that can feel too soft, generic, or cliché. On the other, we couldn’t afford to lose the raw, untamed spirit of Indian chai while trying to make it more appealing to a Western audience.
Then came the very practical challenge: packaging is often the first touchpoint, and in a busy shelf or pop-up market setting, it can make or break curiosity. The design had to grab attention quickly, communicate the brand story, and still feel approachable. On top of that, the brand was bootstrapped which meant we had to be smart with resources. There was no room for flashy printing or expensive finishes, so every design choice had to deliver maximum impact without pushing production costs overboard.
In short: the challenge was about creating something visually powerful, strategically thoughtful, and financially realistic without compromising on the brand’s soul.
Solutions
The solution was rooted in clarity and creativity. My goal was to capture the “wild” spirit of the brand while keeping the design clean, modern, and flexible. Here’s how we solved it:
-Why → The brand needed to be both authentic and aspirational. The problem was how to honor chai’s Indian heritage while making it exciting and relevant for a global audience.
-What → I built a vibrant, expressive identity that nodded to the brand’s cultural roots without being predictable. This included custom illustrations that evoked energy and movement, paired with a bold color palette that felt both modern and true to the brand’s personality.
-How (Process) → I started with deep research into the brand’s audience and competitors, mapping out where “chai” often gets visually watered down in Western wellness branding. From there, I sketched and tested multiple directions, refining until we found the sweet spot that felt original but still familiar. Typography was kept clean and refined to balance the playful illustrations, ensuring the final look had personality without chaos.
I also worked closely with both the clients and the printers to make sure production matched the vision from fine-tuning colors to choosing paper textures that elevated the product without straining the budget. Post-launch, I continued supporting the brand by designing assets like banners and cup illustrations, helping the identity stay consistent across every touchpoint.
The result? A brand that feels rooted, bold, and approachable one that catches eyes in crowded spaces and tells a story the moment you pick it up. More than just a packaging project, WildChai was a reminder that when purpose and personality align, design becomes the bridge that connects product, people, and culture.