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gulab's
SKU revamp + Re-branding
WHY
AND HOW
[1]
PROBLEM
Tea brands in India usually fall into two separate categories. Traditional chai brands rely on nostalgic, heritage driven packaging, while ready to drink iced teas are often positioned like soft drinks, disconnected from real tea culture. For Gulab’s, which offers both traditional tea blends and modern iced tea beverages, this created a challenge of maintaining a consistent identity across different formats. In addition, the brand required a complete restructuring of its SKU system to accommodate multiple blends, formats, and pack sizes. As a new venture currently focused on the Rajasthan market, the brand also needed a system that could scale while remaining practical for a smaller regional launch.
[2]
SOLUTION
Gulab’s was positioned as a contemporary tea house rooted in Indian tea culture. A flexible packaging system was developed that works across loose tea blends, masala teas, and ready to drink iced tea formats. The SKU architecture was redesigned to create a clear and adaptable product hierarchy, making it easier to expand the range over time. Bold colour combinations and a consistent visual structure help differentiate variants while keeping the brand cohesive across the entire portfolio, allowing the system to grow as the brand expands beyond Rajasthan.
Published on - World Brand Design Society - London
Gulab’s is a contemporary tea brand rooted in India’s rich chai culture while embracing a more modern way of experiencing tea. The brand was conceived as a tea house that moves fluidly between traditional loose leaf blends, masala chai, and ready to drink iced teas. The concept focuses on bringing authenticity and craft into a contemporary packaging system, allowing the brand to speak to both everyday chai rituals and modern tea consumption. Through a refined visual language and a flexible SKU system, Gulab’s presents tea as both a cultural staple and a premium everyday beverage.