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Call it the storm over a tea cup. Pune-based Elephant design has come out all guns blazing against Creat, a creative agency. At the centre of this dispute is beverage chain Chaayos. Elephant has accused Creat of usurping the packaging design created by the former and claiming it as their own.
Elephant Design in a LinkedIn post stated, “Creat team, this work for Chaayos was done by us. We designed the packaging based on the brief and insights shared by Chaayos founder Nitin Saluja. All the images were created by Elephant Strategy + Design for a case study on our website. You do not have the copyright to use these images, and most certainly, you cannot share them on your social media implying that the work was done by you. This is a serious offence and we expect an immediate apology as well as clarification by you.”
On the other hand, Creat had posted Chaayos’ packaging success story on their LinkedIn two months ago. “Witness the remarkable success of Chaayos, as their packaging redesign led to a whopping 2.5X revenue boost! 🚀 From personalised tea experiences to bold brand personality, discover the magic of captivating packaging. 🌟 Let #Creat. unleash the power of strong branding for your business. Contact us now and elevate your brand to new heights! ✨ #PackagingSuccess #BrandRedesign #StandOutFromTheCrowd,” the post stated.
The team at Elephant was given the challenge of positioning the brand for newer frontiers, while also developing a suitable packaging system for Chaayos’ merchandise, the agency mentioned in a case study on its website.
The team developed and finalised the theme of ‘Confidently Desi’ for the brand to pivot to positioning on the idea of a bold, modern, quirky India and its all-time comfort beverage: Chai, with different moods and times demanding a much-needed cup, it added.
The packaging system intersperses vibrant colours and an ingredient focus with devanagari script for denoting the brand and variant names to draw customer attention on both – offline cafe shelves as well as cluttered online marketplaces in a D2C model.
Brand names are followed by variant names in a clear hierarchy. Variant names have their own desi quirks, making them ownable, memorable and evocative, the agency highlighted.
Elephant Design mentioned that these measures ensure that customers easily pick out the Chaayos packs they want on shelves inside the cafe – while being D2C friendly, helping the product to stand out in a crowded online marketplace too.
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