Brand Tone

Authentic, Passionate, Community-Oriented, Inclusive, Modern, Urban, Nostalgic, Story-Driven, Ambitious, Innovative

Brand Values

• •Authenticity
• •Quality
• •Community & Culture
• •Heritage & Modernity
• •Experience
• •Sustainability & Social Consciousness
• •Innovation

Best Practices

• •Embrace Storytelling: Weave the founders' journey, the cultural significance of chai, and the "street to urban" narrative into your copy. This builds an emotional connection and reinforces authenticity.
• •Use Inclusive & Community-Focused Language: Employ words that foster a sense of belonging (e.g., "community," "family," "together," "share"). Highlight the multicultural aspect and how chai brings diverse people together.
• •Balance Tradition with Modernity: Reference the rich heritage and traditional brewing methods while using a fresh, contemporary voice and visuals that appeal to an urban audience. Avoid overly formal or archaic language.
• •Highlight Sensory Details & Authenticity: Describe the aroma, taste, and warmth of the chai. Emphasize the "handcrafted," "freshly brewed," and "ethically sourced" aspects to underscore quality and authenticity.
• •Maintain a Passionate & Purposeful Voice: Let the genuine love for chai and the mission to "reintroduce chai to the world" shine through. The copy should feel energetic, inspired, and driven by this core purpose.

Social Perception

A successful homegrown UAE brand that has effectively captured the essence of chai culture and modernized it. Customers appreciate the authentic taste, the vibrant and cozy ambiance, and the representation of Dubai's multicultural nature. The brand is seen as committed to quality and community.

Copy Examples

• •Headline: Real Chai. Real Connections. Body: More than just a cup. It's a tradition brewed fresh, a story in every sip, and a taste of the vibrant street culture that inspires us. Join the Project Chaiwala family. #RealChaiRealPeople
• •Headline: Your Daily Dose of Dubai's Soul. Body: From the bustling streets of India to the heart of the UAE, we're serving up authentic Karak that’s both a kick and a cuddle. Experience the multicultural heritage in every handcrafted cup.
• •Headline: Remember That Corner Chaiwala? We Do. Body: We’ve bottled that nostalgia and brewed it with a modern twist. Ethically sourced leaves, freshly ground spices, and the same passion that’s fueled chai stories for generations. Taste the tradition, reimagined.
• •Headline: Fuel Your Hustle. Spark a Conversation. Body: Project Chaiwala is where Dubai's energy meets timeless tradition. Grab your handcrafted chai and let's build community, one delicious sip at a time. #KarakLife
• •Headline: The Art of Chai, Elevated. Body: We traveled to the source, handpicked the finest leaves, and perfected our blends. Now, we’re on a mission to share the authentic chai experience with the world. This isn's just tea, it's a Project.