Patkai
Patkai
Life in every drop
THE STORY
When founder Pallavi moved to the UK from Assam, she discovered something was missing – the authentic tea she grew up with. But she saw an opportunity bigger than tea. With environmental challenges threatening her homeland, she envisioned a way to connect conscious UK consumers with both exceptional Assam tea and conservation. Drawing on generations of tea-making expertise and direct access to Assam's finest estates, Pallavi created Patkai – where every cup of tea helps protect the land it comes from.
THE CHALLENGE
The UK tea market is crowded and confusing, with terms like 'authentic' and 'ethical' losing their meaning. Our task was three-fold: cut through the noise, prove its provenance, and make the conservation story transparent to consumers who care. But most importantly? Create a desirable brand that people would actively seek out and proudly display in their homes.
OUR APPROACH
We created a visual language that breaks category conventions. Instead of expected tea leaves and ingredients, we developed a bold identity system that celebrates Assam's other famous export – silk. The brand centres around an illustration of a 'king khap', a motif traditionally adorned on Assamese textiles. Within this distinctive droplet, we wove together both the tea ingredients and the wildlife Patkai aims to protect, creating a symbol that tells their complete story at a glance.
THE IMPACT
Patkai now stands proudly on UK shelves as a beacon for conscious tea drinkers, proving that tradition and innovation can coexist beautifully. Each package serves as a reminder that great tea can do more than refresh – it can help preserve a way of life.
When founder Pallavi moved to the UK from Assam, she discovered something was missing – the authentic tea she grew up with. But she saw an opportunity bigger than tea. With environmental challenges threatening her homeland, she envisioned a way to connect conscious UK consumers with both exceptional Assam tea and conservation. Drawing on generations of tea-making expertise and direct access to Assam's finest estates, Pallavi created Patkai – where every cup of tea helps protect the land it comes from.
THE CHALLENGE
The UK tea market is crowded and confusing, with terms like 'authentic' and 'ethical' losing their meaning. Our task was three-fold: cut through the noise, prove its provenance, and make the conservation story transparent to consumers who care. But most importantly? Create a desirable brand that people would actively seek out and proudly display in their homes.
OUR APPROACH
We created a visual language that breaks category conventions. Instead of expected tea leaves and ingredients, we developed a bold identity system that celebrates Assam's other famous export – silk. The brand centres around an illustration of a 'king khap', a motif traditionally adorned on Assamese textiles. Within this distinctive droplet, we wove together both the tea ingredients and the wildlife Patkai aims to protect, creating a symbol that tells their complete story at a glance.
THE IMPACT
Patkai now stands proudly on UK shelves as a beacon for conscious tea drinkers, proving that tradition and innovation can coexist beautifully. Each package serves as a reminder that great tea can do more than refresh – it can help preserve a way of life.
