OJI AND ÉSAH TEA: ELEPHANT DESIGN’S CONTEMPORARY TAKE ON ASSAM’S HERITAGE

Elephant Design has crafted Oji and the identity for Ésah Tea, inspired by younger consumers’ informal approach to tea. Moving away from heritage cues, the packaging embraces bright colours and bold contrasts. The result is a ‘made in Assam’ brand that feels lighter, louder and aligned with contemporary beverage culture.  

Elephant Design Pvt. Ltd. has introduced Oji, a creative project that reimagines how tea is presented to younger consumers. The idea stemmed from a simple yet powerful observation: younger audiences were approaching tea in a more casual, everyday manner, distinct from the ceremonial and traditional associations the beverage has long carried. This shift in consumer behaviour became the foundation for a new brand identity for Ésah Tea, one that speaks directly to contemporary tastes while remaining rooted in Assam’s rich tea culture.  

The design team at Elephant sought to move away from heritage-heavy cues that often dominate tea branding. Instead, they embraced a visual language that felt lighter, louder and more immediate. Brighter colours, stronger contrasts and bold packaging were chosen to ensure a striking shelf presence. The naming, identity and packaging system were carefully crafted to reflect vibrancy and accessibility, aligning with the informal way younger consumers now engage with tea.  

By prioritising modernity over nostalgia, Elephant Design created a brand that resonates with a generation eager for informality and flair. Ésah Tea’s packaging avoids ornate motifs and muted palettes, opting instead for a design that feels energetic and contemporary. This approach not only differentiates the brand from conventional tea offerings but also positions Assam’s tea as a product that can thrive in today’s fast-paced beverage culture.  

The result is a ‘made in Assam’ brand that balances authenticity with innovation. Oji and Ésah Tea together embody a new chapter in tea branding—one that acknowledges tradition but refuses to be bound by it. For Elephant Design, the project demonstrates how thoughtful design can bridge cultural heritage with modern consumer behaviour, ensuring relevance in a competitive marketplace.  

In many ways, Oji reflects a broader trend in branding: the move towards immediacy, boldness and consumer-centric storytelling. Younger audiences are less concerned with ceremonial rituals and more interested in products that fit seamlessly into their lifestyles. By recognising this shift, Elephant Design has not only created a visually compelling brand but also captured the spirit of a generation redefining how tea is consumed.  

Ésah Tea’s identity is therefore more than packaging—it is a statement about how Assam’s tea can evolve without losing its essence. It is lighter, louder and unmistakably tuned into contemporary beverage culture. For Elephant Design, the success of Oji lies in its ability to make tea feel both familiar and fresh, bridging the gap between heritage and modernity in a way that feels natural and exciting.