Brand Reimagination of Tapal for Gen Z

A few weeks ago, a thought crossed my mind: What if Tapal, the iconic Pakistani tea brand, was reimagined for Gen Z? Known for its deep-rooted connection to family, tradition, and chai culture, Tapal has historically appealed to an older demographic. But with shifting preferences among younger audiences, I wanted to explore what it could look like if Tapal spoke directly to Gen Z.

This project is a speculative rebrand that keeps the essence of Tapal intact- its core product, black tea- but updates the experience, aesthetics, and messaging to resonate with a younger, more digitally native audience.

Gen Z is curious, values-driven, and visually fluent. They’re open to new experiences, drawn to bold aesthetics, and deeply care about the environment and health. With that in mind, I envisioned a new product line: flavoured iced tea with a desi twist and health benefits.

Imagine a flavor like Berry Bazaar - a blend of black tea, strawberry, and falsa. It’s cooling, antioxidant-rich, and rich in vitamin C-perfect for a younger audience that wants both flavor and function.

To align with Gen Z’s eco-conscious values, the packaging is made from plantable paper-a tactile, sustainable experience that goes beyond the product itself. Once you’re done with the tea, you can tear up the box and plant it.

Logo

I debated a full redesign, but the original Tapal logo has distinctive typographic elements—especially in the “A” and “P.” Instead of reinventing, I opted for a refined evolution: increased letter spacing for better readability, softened edges for a more welcoming look, and retained the signature letterforms to preserve brand recognition. It’s heritage, refreshed.

Tapal’s original color scheme - red, yellow, and green - was important to retain for continuity. But to add youthfulness and shelf presence, I introduced complementary colours. The result is a bold, cohesive palette that feels vibrant and fun without straying too far from the brand’s roots.

With a desi twist in the product itself, the visual language had to strike a balance between traditional and modern. Truck art became the perfect inspiration - but reinterpreted. I translated its usually complex motifs into minimal doodles with clean lines, solid fills, and playful energy - just enough to nod to culture without overwhelming the eye.

The box is fully functional and layered with intent:

Front: Flavour name, product category (e.g., Chill Zone), and flavour notes.

Left Side: Planting instructions, nutrition label, and a “Made in Pakistan” stamp.

Right Side: A QR code linking to Tapal’s social content and brewing guides.

Back: An interactive activity titled Think Outside the Box - a creative prompt inviting users to complete a drawing and tag Tapal for a chance to be featured. It encourages engagement and makes the unboxing experience more shareable.

The visuals aim to reflect Gen Z's everyday aesthetic - raw, relatable, and real. Think:

Mirror selfies​​​​​​​

Friends hanging out

Cozy moments in PJs

Urban backdrops and natural light

The photographic style embraces film-style edits, flash, and authentic styling that mirrors what Gen Z already posts. The goal is for them to see the campaign and think, “That looks like me.”

This was a fun exploration in brand evolution - rethinking not what Tapal is, but how it could be perceived by the next generation. It's a fusion of cultural familiarity and future-forward thinking, designed to make tea feel exciting, relevant, and Instagrammable again.