Chaico
A ready-to-drink karak chai brand, named, designed and launched from scratch for UK fridges.
- Industry
- Ready-to-drink karak chai, UK
- Services
- Naming, Brand identity, Packaging, Website
- Result
- Brand to launch
The brief
UK shops stocked cold brew and iced matcha, but no chilled karak chai. The founder had the drink and needed everything else: a name, a brand and a website. It had to make a South Asian tea tradition feel at home in a British grab-and-go fridge, and convince both shoppers and the retailers deciding whether to stock it.
What we did. Step by step.
- 01
A name and a mark taken from the can
Chaico is short, simple and easy to own. The logomark is drawn from a can ring-pull and doubles as the final o in the horizontal logo, while a round badge carries the line "where culture meets convenience".
Logomark and horizontal logo - 02
A story that gives karak chai its moment
The brand story starts where the drink has always lived: side streets, roadside stalls and family kitchens. It names the gap on the shelf, then introduces Chaico as the brand that brings karak chai into the mainstream without losing its boldness.
Brand story - 03
Packaging made for the fridge
The slim burnt-orange can pairs hand-drawn "Karak Chai" lettering with a milky splash illustration and the ring-pull badge. It stands out next to coffee and matcha, and reads as karak chai at a glance.
Can design - 04
One website for drinkers and stockists
The homepage leads with "Real Iced Karak Chai that moves." Shoppers can buy a pack of 12 with free shipping from the store, while a separate wholesale page, "Stock Real Iced Karak Chai That Moves", gives retailers the case and a Request Samples button. Built on Webflow.
Homepage 
Store, wholesale and product pages - 05
A social voice with attitude
Launch posts mix street culture and product: "from street to shelf", "Ready and revolutionary" and "we didn't borrow from tradition." They use the same type, warm tones and photography as the packaging.
Social media direction
The result. What it delivered.
Chaico went from a product idea to a launched brand: a name, identity, can design, social direction and a Webflow site with a store and a wholesale journey. Shoppers can order online, and retailers can request samples in a couple of clicks.
- From product idea to launched brand
- 0 to 1
- Journeys: shoppers and stockists
- 2
- Parts delivered: name, identity, packaging, website, social
- 5
