The Concorde group wanted to launch a chain of social hang outs like a coffee shop but with a focus on tea. Coffee shops had become a rage among the urban youth and were now the “cool” place to be. India comprises more tea drinkers than coffee, the chain wanted to convert the classic chai into a cool new avatar.
The ultimate comfort is found in a cuppa tea.
The chain was christened “Cuppa”, the identity and retail identity was created to spark conversations and fun.