"Let the Kulhad be your crush. A chai brand that wears its Desi identity loud and proud, bold, warm, unmistakably Indian."
The Brief
Build a complete brand identity for a new chai cafe that needed to stand out while celebrating its Indian roots, not despite them.
Designed the complete visual identity for Chai Gupshup, from the dual-language logo (Devanagari + bold display type) to the full menu system, loyalty cards with "Chai Peelo" stamp system, and in-store collateral.
Brand Identity & Logo
Created the dual-language logo (Hindi Devanagari + bold display type) with a clay kulhad icon capturing warmth without being kitsch.
Menu System Design
Full menu across hot chai, coffee, cold drinks, toasts, chaat, colour-coded sections, clean hierarchy, bold personality that worked at tableside scale.
Collateral + Loyalty
Business cards with the "Chai Peelo" 10th-cup loyalty stamp system. "Awaz Karo" call-to-action throughout in-store touchpoints.
"The brand had to celebrate being Indian, not apologise for it. The Devanagari script in the logo was the most important creative decision."
— Abhinav Kaushal, on the brief
What I Learned
Cultural specificity is a competitive advantage. Chai Gupshup stands out because it leans into its identity.
The menu is the brand's most-read document. A well-designed menu sells more food and builds more brand equity than any social post.
