How can we take cues from culture to revamp the city's most popular youth-friendly hang-out?
Through a fun, relatable, spirited identity revamp and brand positioning
Chai break = "taking a break" or taking time off in urban dictionary. Exploring this space of "taking a break" from the mundane and ordinary that we are used to, we churned out our communication & brand positioning in a way that fitted the lives, choices and lifestyle of our youth. Hence, just as Google is synonymous with "Search anything" and Surf Excel is synonymous with "Daag acche hai", the purpose of Chai Break was clear too: Chai Break = "break time".
A youth-friendly cafe that would be iconic as the one-stop destination for good food & unwinding!
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Marks don't define everything. Said the geniuses.