Client : Sonia Jabbar
Nuxalbari Tea Estate
It has been an unending packaging identity project, and with several twists, turns and idealogies. But working with Sonia Jabbar, the plantation owner of Nuxalbari Tea Estate and wildlife conservationist has been a journey of passion and love. Starting in 2012, she transformed her tea plantation in Darjeeling to accommodate and facilitate the safe passage of elephants during their migration between Nepal and Assam. The Wildlife Trust of India recognised the plantation as the Green Corridor Champion of North Bengal. In 2019, she was awarded the Nari Shakti Puraskar, India’s highest civilian award for women.
THE ELEPHANT IDENTITY
The symbol of the elephant can be linked to both the heritage of Nuxalbari Tea Estate and Nuxalbari’s recognition as the first ever large elephant friendly plantation. The illustration depicts the Nawab of Jalpaiguri - Khan Bahadur Musharraf Hussain, who began his lifelong love affair in 1899, traveling on elephant back across the swampy jungles of northeast India and planting the best quality tea seeds.
THE CLASSIC GREEN IDENTITY
The Identity uses classic type to highlight Nuxalbari Tea Estate as the oldest Tea Estate in India - dating back to 1884. The green colour represents the sustainable development of the Tea Estate and production of organic hand harvested Tea from the Single Estate Tea from Darjeeling.
THE NEW REVOLUTION IDENTITY :
Sonia’s committment to social justice and equality for all which is often reflected in the branding of her CTC and Green Tea which was branded as - The New Revolution Tea. In 1967, The village of Naxalbari, was a site of peasant revolt, instigated by communist leaders against land owners of the State. Also, inspired by Che Guevara’s poetic invocations for “unity, equality, and freedom”, and desire to create the consciousness of a new man” driven by moral rather than material incentives, the New Revolution Packaging Identity was conceived for a brand of Nuxalbari Teas.
THE SMALL COMPANY - BIG HEART IDENTITY
The more fun, happy and inclusive identity was created for Nuxalbari to reflect their philosophy of ‘‘ We Grow Joy’. “To be at one with the universe, to be stewards - not owner - of our land; to honour Mother Earth, the air we breathe, the water we drink, the plants and trees that shade us and provide food and shelter, the animals, birds, reptiles and insects...”
THE SMALL COMPANY - BIG HEART WEBSITE
A website template was designed for Nuxalbari to tell the story of Nuxalbari Tea Estate, its matriachal lineage - three generations of women planters, its philosophy in practice and the Nuxalbari Tea Shop.