a refreshingly familiar re-brand and packaging system to premiumise a value tea brand
Rungta Teas is a market leader in the value driven, popular segment in North and East India. The Real tea range straddles a variety of price points in those markets. ICD’s original brand and pack design helped Real’s brand recall.
The client witnessed key trends since the last design in 2016—a segment wide premiumising trend, a move towards more narration on the pack. ICD was approached to update the pack and guide the brand’s response to the market shifts.
using a real advantage on the pack: Rungta group’s 25 year legacy
The Rungta group is known in the trade and to customers for their consistency in taste and quality of teas. The group completed 25 years in 2025. We put this reputation and advantage to work on the pack with a vibrant unit that’s an assertion and a promise.
staying real: the identity still cues ambition and upward mobility
The Real identity is lightly modified to improve visibility on the shelf and suit the lettering for modern retail. Narration moves from the logo unit to the cup, giving it more breathing space.
positivity radiates from the centre, across the range
The pack structure and the floral pattern still recalls the morning Puja, albeit in a more ornate and decorated avatar. The identity, floral patterns and other smaller details balance coherence and individuality.
a bold, premium view of purity
Gold in accents and as a dominant colour is a powerful proxy for premium in the category. The gold pack for Real Gold, a premium tea in the range, signals upward mobility—daily life becomes a little finer than ususal.
a range level system for present and future packs
The redesign institutes a set of rules to give structure and coherence for future Real Tea packs. New fixed grouping levers—colour, cup styling, brand identifiers against the identity of the flower graphic. Finer details further reinforce the Real promise.
sharepartner-in-charge & creative director itu chaudhuri | design concept ashok dey, itu chaudhuri | design development ashok dey, pradyut nath, nimisha singhal | alternative design nimisha singhal | project management & writer ayushmaan agarwalla, ujjwal chaudhry
