Jalpan Brand Identity Development
Pehla sip, purani yaadein.
Sustainable Brand Identity
Cafe Branding
Packaging Design
Kolkata
2025
Jalpan is a nostalgic chai café chain reimagining the charm of 80s India for today’s generation. Our studio developed a warm, retro-modern brand identity rooted in adda culture, featuring a dual-logo system, earthy color palette, custom typography, and storytelling-led packaging. From branded kulhads to interior graphics, every touchpoint evokes the comfort of a familiar tapri—designed to scale across franchises while staying true to its soulful roots.
Summary
Jalpan was envisioned as a cozy, conscious chai point rooted in Indian tradition, where every cup tells a story. Built around the idea of reviving “matir bharer cha” (chai in clay cups) and the timeless culture of gupshup (gossip) over tea, the client wanted a brand identity that felt authentic, approachable, and emotionally resonant. Pixicorn stepped in to build a brand from scratch—starting with a custom logotype that balances rustic charm with modern minimalism, supported by earthy visuals, handcrafted motifs, and clean typography. From signage to coasters and napkins, the identity evokes warmth and comfort—turning every sip into a memory. The result is a brand that doesn’t just serve tea, but rekindles the forgotten joy of slowing down and connecting.
Challenge
The client had a clear emotional vision: to create a space that revives the culture of community over chai, with an added focus on sustainability through clay-based serving. The challenge was to capture this intangible essence into a tangible visual identity—one that feels rooted, yet current, and invites people in.
Solutions
Pixicorn’s design approach centered around evoking nostalgia without feeling outdated. We crafted a bespoke logo with playful letterforms, incorporating a steaming kulhad illustration as part of the brand’s core symbol. The visual language was kept earthy, expressive, and tactile—mirroring the textures of terracotta and the feel of handwritten signboards. Every design element, from the logotype to the coaster stamps and napkin prints, was made to feel familiar and intentional. For the client, this identity brought Jalpan to life in a way that connected instantly with its audience—creating not just a tea joint, but a recognizable, loveable neighborhood experience. The brand now stands as a warm invitation to pause, sip, and share stories.
