Communication Design
Packaging Design

1868 By Tata Tea – Curated Luxury Teas
Brand: 1868 By Tata Tea
Client: Tata Consumer Products Ltd
Entrant: Icarus Design

Baby Blue Elephant

Entry Title:	1868 By Tata Tea – Curated Luxury Teas
Brand:	1868 By Tata Tea
Client:	Tata Consumer Products Ltd
Entrant Company:	Icarus Design
Confirm:	We would be couriering two samples by 30th Sep'23. These are two Copper Tea Tins with Digital Printed Labels. They are work samples of the identity and graphic work undertaken by Icarus Design for 2 of the many variants on offer under 1868 by Tata Tea. The two variants are called: Kolkata Street Chai and Green with Rose It’s the first time a luxury Indian brand has captured the complexity of India's diverse tea stories, with great simplicity & beauty. It combines Indian design aesthetics and storytelling with highly evocative sensory cues - an apt homage to the tea-blending prowess and legacy of the Tata Group.
Physical media is required for your entry please confirm you will be sending.:	86148
Description:	The name 1868 alludes to the year in which the Tata Group was founded. To celebrate 150 years of the group, specially-curated, limited-edition batches of tea, branded Tata Tea 1868, were gifted by the group chairman to delegates at the World Economic Forum in Davos in 2018. The teas soon became an annual fixture at the WEF. Tata Tea then decided to launch 1868 in the domestic market to meet the burgeoning demand for luxury tea experiences. The 1868 brand was reimagined to bring alive contemporary Indian luxury for discerning audiences. An elegant typeface was crafted and rendered in copper to emanate luxury. A muted base colour palette allowed the brand to house a wide range of variants. A motif was crafted for each variant, that captured the unique aspects of the tea, from romanticising a geographical region to bringing alive a city or flavour. The 1868 teas managed to exude luxury while cueing taste through its unique use of colours in the motif. The motifs also allowed for the teas to be noticed on mobile screens, unlike other ecommerce brands where minimalist graphics mean the brand may not register in consumers’ minds, or allow them to differentiate between variants.
English Translation:	The name 1868 alludes to the year in which the Tata Group was founded. To celebrate 150 years of the group, specially-curated, limited-edition batches of tea, branded Tata Tea 1868, were gifted by the group chairman to delegates at the World Economic Forum in Davos in 2018. The teas soon became an annual fixture at the WEF. Tata Tea then decided to launch 1868 in the domestic market to meet the burgeoning demand for luxury tea experiences. The 1868 brand was reimagined to bring alive contemporary Indian luxury for discerning audiences. An elegant typeface was crafted and rendered in copper to emanate luxury. A muted base colour palette allowed the brand to house a wide range of variants. A motif was crafted for each variant, that captured the unique aspects of the tea, from romanticising a geographical region to bringing alive a city or flavour. The 1868 teas managed to exude luxury while cueing taste through its unique use of colours in the motif. The motifs also allowed for the teas to be noticed on mobile screens, unlike other ecommerce brands where minimalist graphics mean the brand may not register in consumers’ minds, or allow them to differentiate between variants.
Company Credits:	Icarus Design
Individual Credits:	Usha Gergan - Design Director
Individual Credits:	Argha Sarkar - Design Principal
Individual Credits:	Dilip Maniyappan - Lead Designer
Individual Credits:	Shyam Gopakumar - Sr. Designer
Individual Credits:	Abdu Samad - Sr. Designer
Individual Credits:	Aparna Rajagopalan - Design Research Director
Individual Credits:	U K Dinesh - Production Head
Individual Credits:	Apoorvah Sankaran - Lead Design Manager (Brands)
Individual Credits:	Edwin Xavier - Production
Individual Credits:	Shajeesh K M - Production
Individual Credits:	Baiju K - Structure
Individual Credits:	Harsha S - Structure