Tata Tea is the world's second largest manufacturer and distributor of tea. In the early part of the decade, as lifestyles became to get more modern, the beverages market witnessed two shifts. First, at home the consumer began to prefer more classic or traditional methods, while away from home, the consumer experimented with 'taste', choosing options that were new, sophisticated and more subtle. Both of these required a significant shift in the way in which Tea could be delivered in an organised way. It had to be fresh brew.

Our client came and gave us a brief; design something that will charge up my brand and that which you can be proud of. The scion of one of India's leading brewery families proposed to use this to promote his new brand of beer in pubs that were teeming with the drivers of India's economic boom. We looked hard and said what is it that comes charging at you, has a horn and makes you want to get out of the way. "The Rhino'. The rhino seemed just apt to be the muse for the new design that looked to shatter the status quo, so to speak.