The Process
The branding is made to be illustrative and vibrant, drawing from the visual language of everyday chai spaces with its chainaks, hand-painted signage, and the warm, earthy tones of brewed tea, along with the intricately rich visual culture of desi women with gold accessories, bold banarsi cloths and zari embroidery. The identity leans into familiarity, celebrating the textures of South Asia and the beauty of the chai culture that brings people together, thousands of miles away from their native lands.
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