Herbs & Kettles, founded by Abe and Poorvi Chordia from Georgia, Atlanta, is a premium tea brand rooted in authenticity and connection. Their mission goes beyond delivering farm-to-cup excellence; it celebrates India’s diverse tea culture, the communities that nurture it, and the wildlife that thrives in tea-growing regions.
Build a brand identity that reflects the founders’ passion for tea, their humble beginnings, and their commitment to sustainability and authenticity.
Design packaging that tells stories of regional biodiversity while advocating for wildlife protection.
Create a relatable, endearing persona for the brand to deepen emotional connections with customers.
Develop a social media strategy that showcases teas, celebrates the people behind them, and highlights India’s cultural and ecological richness.
Brand Identity
Warm, Relatable, and Authentic
Herbs & Kettles was positioned as a humble, homegrown brand with a personal touch. We developed a tagline, “With Love, Your Chaiwala,” giving the brand a friendly, relatable voice. This concept introduced “chaiwalas,” adorable animal characters from different tea regions, who became the storytellers of the brand.
Each chaiwala narrated tales of their region—its tea-growing traditions, weather, flora, fauna, and even cross-cultural tea rituals. This approach infused the brand with charm and warmth, making it both accessible and distinctive.
Packaging Design
Celebrating Regional Stories and Wildlife
The chaiwalas played a central role in the packaging design. Each tea variant featured a native animal as its ambassador, such as the elephant for Assam or the leopard for the Nilgiris, spotlighting regional biodiversity and the founders’ passion for wildlife conservation.
The design blended tradition with modernity:
Earthy Tones: Warm, natural hues reflected the richness of tea gardens and the artisanal nature of the product.
Illustrative Style: Illustrations brought the chaiwalas to life, emphasizing their role as narrators of the teas’ origins.
Cultural Narratives: Each package included stories about the tea region, local farmers, and tea rituals, making each box a gateway to India’s diverse culture.
Styling & Art Direction
The website and product photography were designed to evoke authenticity and warmth. Styled photo shoots featured natural lighting, minimal props, and lush visuals of tea gardens. The founders and their family appeared in several shots, adding a personal touch and highlighting the brand’s core values.
Photography Rachit Vora and Vismay Mirgal
Social Media Strategy
Storytelling and Connection
The social media approach focused on showcasing teas, celebrating India’s tea heritage, and fostering an authentic brand voice.
Regional Narratives: Posts featured chaiwalas sharing stories about their regions, from tea-making traditions to local biodiversity.
Cross-Cultural Tea Rituals: The brand explored how tea is celebrated across India, such as the kulhad chai of Kolkata or the cutting chai of Mumbai, fostering pride in India’s tea culture.
Trends in the Tea Segment: Content was inspired by trending topics within the tea and beverage industry on social media. These trends were creatively adapted to fit Herbs & Kettles’ narrative, ensuring the brand stayed relevant while maintaining its unique voice.
Founders’ Stories: Posts highlighted the founders’ journey, values, and personal connection to tea, adding authenticity and relatability.
Wildlife Advocacy: Social media also spotlighted chaiwalas as ambassadors of biodiversity, aligning with the brand’s commitment to animal protection and environmental sustainability.
Videographer Vismay Mirgal
Results
Brand Loyalty: The chaiwala concept resonated deeply, forging strong emotional connections with customers who loved the storytelling approach.
Social Media Growth: The authentic, engaging content strategy led to significant growth in followers and high engagement rates.
Increased Sales: The visually appealing packaging and cultural narratives boosted interest and led to higher sales, especially among customers seeking both quality and meaningful stories.
Wildlife Awareness: By incorporating wildlife conservation into the packaging and messaging, the brand subtly educated customers while reinforcing its values.
