Three Legends

Creating authentic, full flavoured Chai with minimum fuss is at the core of Three Legends mission. After trawling through imitation after imitation Three Legends set out to create a formula that would bring the rich, comforting taste of chai direct from the streets of Calcutta into your home.

IWANT worked on naming, branding, packaging and digital with three legends, building the brand from the ground up. The name is derived from the numerous stories of the origins of chai, there are three distinct stories that each claim to be the real origin, yet historians are unable to verify which is the true legend. We designed branding and packaging to be a bold contemporary take on Indian street graphics, with packaging using bright flexo printed colour on rough corrugated box board.

The printing technique has a natural misregistration and the porous nature of the board allows the ink to bleed slightly for effect. Three Legends have launch with three varieties and more in the pipeline