Bringing Chai Culture to the Streets of New York

Kolkata is a city in India that’s renowned for its chai. The founders sought to bring this rich cultural experience to the streets of New York, inviting locals to savor the authentic flavors and vibrant heritage of Kolkata’s chai stalls. Super Spicy partnered with KCC to bring this vision to life in a strikingly bold way that felt nostalgic and modern at the same time.

We crafted a visual identity that blends the old with the new. To achieve this, we developed a unique typographic language using seemingly mismatched typefaces, each adding a layer of character and charm. The primary brand colors, faded yellow and forest green, are reminiscent of classic autos zipping past chaiwallas along the bustling streets.