CHAICO
2024©A Pakistani tradition, bottled for British streets. From cultural insight to a ready-to-drink brand built for UK grab-and-go fridges.
THE GAP IN THE FRIDGE.
Every major UK supermarket and corner shop had shelves full of cold brew coffee in cans. Iced matcha. Canned cold coffee of every kind. But chilled karak chai? Nothing.
Millions of South Asian, Middle Eastern, and chai-curious British consumers had no ready-to-drink option for the drink they actually love. The gap wasn't niche; it was enormous.
DESI SOUL. BRITISH SHELF.
The identity had to feel culturally authentic to people who know and love karak chai, and modern enough to earn a spot next to oat milk lattes in a British convenience store.
It couldn't look niche. It needed to look like it belonged, while making its cultural roots its biggest selling point. That tension is where the design lives.
ONE WEBSITE. TWO AUDIENCES.
The site had to convert two very different people: the consumer who wants to know what karak chai is and where to buy it, and the wholesale buyer deciding whether to stock it. One website. Two conversion journeys.
The hook
The story
The product
Where to buy
Wholesale CTA
Repeat purchase
Authenticity is the differentiator
In a market full of brands chasing trends, Chaico's biggest advantage is that it's real: real recipe, real roots, real story.
In a British grab-and-go fridge, being genuinely from somewhere is more valuable than being generically 'premium.'
Designed to get on shelves
A brand that doesn't sell to retailers never gets to sell to consumers.
The wholesale page's language, hierarchy, and credibility signals answer the one question every buyer asks: 'Will this sell in my store?'
