Chai, India’s much loved beverage, is fast losing its popularity to coffee.

Our primary challenge was to develop a design language which exudes the confidence of young Indians while elevating the chai drinking experience, keeping it contemporary with an element of quirkiness.  For this we started with picking cues from how we physically inhabit and interact in these ‘in-between’ spaces. This led us to discovering how chai joints allow for seamless interactions with friends and strangers. Deep woven are the emotions related to sharing a “cutting” with our friends, colleagues, family, and neighbor, that we are always drawn towards it. The design thus celebrates this capacity of a shared cup of chai to un-box so many memories of bonding.

Design puts the ‘Cha Bar’ in the center focal point of the space in all three formats. Here the drama of Cha provides an interactive spectacle to customers while receiving their orders, alongside display of bit sized food and sipping their drinks.  The sights, smells and sounds of making chai are anchored to the heart of the space, where customers get to visually engage in the process while enjoying their drinks.