Brief Explanation

The objective was to reach out to people in an interesting and engaging manner. The challenge here was that since India is a tea-drinking nation, the idea had to exude an air of elegance and class and separate the classes from the masses.

The Brief

Manjushree, producers of fine teas in India, wanted to strengthen its relationship with existing patrons whilst offering new consumers an engaging way to interact with the brand.

How the final design was conceived

Manjushree Tea Stories is a bespoke collection of short stories and poems. Penned by renowned wordsmiths of the region, every story reflected the character, style and flavour of a particular Manjushree tea. But instead of regular storybooks, special packs were designed to resemble a book. Each came with 10 sachets. And every sachet carried a short story or poem. To reveal the story, one had to remove a teabag from the sachet and dip it into a hot cup of water with the wrapper placed over it. Once the hot steam made contact with the wrapper, the story was revealed.

Indication of how successful the outcome was in the market

The idea was so well received that within only a matter of days, all the limited edition Tea Story books were sold out. Word spread far and wide amongst the target audience and the demand for re-prints started pouring in on a daily basis. Grey