CHI Ice Tea, one of many brands from the stable of CHI Limited, is now Chivita Ice Tea. As part of the rebranding, seen as a strategic move to integrate with the Masterbrand Chivita, the brand handlers say that Chivita Ice Tea now comes in a new product pack that is more aspirational, modern and trendy, with the promise of the same refreshing goodness.
The product now has an exciting logo that reflects its new positioning under the Chivita Masterbrand. The brand’s innovative back of pack prominently features its health benefits, product quality and consumer benefits. The pack’s design also has a top to bottom label that is bolder, visually disruptive and combines perfectly with colour pallet.
The new pack design also reveals images of fruits, premium natural tea leaves and tea flow, which depict the rare exciting blend of natural tea extracts with real fruits to provide consumers a delightful and natural great-tasting beverage for rejuvenation.
It is expected that the new brand would energise the brand in the marketplace and endear Chivita Ice Tea to a growing number of consumers, who have embraced a tea drinking culture because of its antioxidant properties and vitamins which rejuvenate and invigorate the mind, as well as the body.
Speaking on the product makeover, Marketing Director, CHI Limited, Mr Probal Bhattacharya, said the overall objectives of developing a fresh visual identity for Chivita Ice Tea is essential not only to key the product into the Chivita Masterbrand, but also to reinforce its attribute for rejuvenation through more appealing visuals that evoke its refreshingly natural goodness.
“Chivita Ice Tea’s new pack design aims to communicate the brand’s core value of rejuvenation and natural refreshment with essential imageries that are attractive and differentiating. We are confident that the new visual identity will appeal to loyal consumers and strike a chord with a new consumer base desirous of its tasty natural refreshment,” he added.
Made from premium natural tea leaves with delicious fruity flavours, Chivita Ice Tea is available in two variants of Lemon and Peach. It comes in 1litre, 315ml and 150ml pack sizes.