While working, we saw our two audiences: Diaspora people and Americans. So we worked on create a bilingual concept something that felt like insider jokes for fellow desi people. and gives proper explainers to the Americans so that they feel welcomed as well.
"the concept and the design was really appreciated by everyone in out community. I personally loved how professional and methodical Mannat was with her approach.
The Chai Tapri
Brand Design, Brand Strategy
Bringing the chai tapri experience from India to US
The Chai Tapri came to us with a simple request to bring about the chai tapri experience the founder Arjun, once had when we worked in Kolkata. With strategy we uncovered the true aspect of what was missed was not just chai but also the community and people he sat with during chai. This drove our design from just chai to chai & community.
Chai and Chugli, tapri style