The purpose of the restyling was to emphasize the idea of an authentic Indian tea, to impart it with greater expressiveness, while preserving the trade mark awareness.

The target audience of the brand includes men and women of 35-40 years of age. They are wise, moderately conservative, and enjoy nice conversations at home over a cup of real Indian tea. The designed concept returns the consumer to those times, when family celebratory meals were unthinkable without a soulful tea party. The Indian nature of the brand lives in each element of the concept: in the image of the march of the elephants, in the heraldry and the mythical outlines, executed in gold stamping and embossing, and in the texture of the background.

The vibrant sounding of Indian motives will appeal to the target audience of the Batik tea, and expressive colors will draw attention of new customers.