Karak chai is intrinsic to Arab beverage habits with deep roots in local tradition & culture. Major global brands cater to this niche segment within the larger hot beverages category and have built substantial equity with the core consumer bases.
IFFCO Beverage Solutions planned to enter this new space with its differentiated product offering under the brand name Just Chill.
The Product Proposition: Authentic Arab style Karak Chai in tasty local flavours in a convenient premix form – the promise of authentic tea closer to the real taste experience of Karak Chai in the region.
Just Chill saw itself as a holistic, innovative beverages brand anchored on the Arab consumers’ expectations with regards to taste profiling, preferences and regional trends. A brand, perfectly suited to their busy lifestyles and their need for authentic, hassle-free products – the name Just Chill reinforcing the no fuss, convenience that is at the heart of the brand.
Broad category trends were analyzed to craft and refine the brand identity addressed at the core TG of young working professionals.
Consumers are four times more likely to distrust big food companies.
Demand for local goods to support local businesses is growing.
Arabs are switching from preferred brands & actively considering alternatives.
78%in the region changed their buying habits to save money.
Arabs consumers are spending less & saving more.
40% say they are cutting down on spending & paying closer attention to prices.
~50% wanted “low sugar”, “low fat”, “made with sugar/ not substitutes”, “all natural ingredients” while buying packaged foods.
Women clearly hold the power when it comes to spnding, influencing 80% of all purchases.
Online retail sales are projected to grow ~20% until 2022 as against 3-5% CAGR for brick & mortar sales.
As a new entrant looking to shake up the emergent category and stake a claim for authentic, local flavours, it was vital for the product packaging to overtly and distinctly signal “Arabness”. And the distinctive fact that it was a product conceived in the UAE, for the Arab market.
The pack design language is thus inspired by Arab, Islamic “mashrabiya” architecture used as background motifs across the pack. Accentuating the local, authentic nature of the brand is the glorification of the key flavoring ingredients such as zaffran (saffron) & cardamon. The use of gold and metallic inks infuses and heightens the sense of premiumness and quality.
The dominant white breaks through the shelf clutter in a category where cliched, heavy-duty imagery of product pour and heavy colours are the norm. The overall minimalism and clean look also make the brand ready for e-Commerce retail – with name, variant & colour codes made visible in an uncluttered design language.