The rebranding of Theka Coffee was an effort to preserve the brand's unique character and essence while updating its visual elements and messaging. The original branding had established a strong connection with customers and the rebranding process was designed to maintain that connection while updating the brand for a new generation of coffee lovers.

The team behind the rebranding took great care to understand the core elements that made Theka Coffee unique, including its approachable and authentic style, its high-quality cold-brew coffee, and its connection to the local, Desi Indian culture.

Theka Coffee's commitment to authenticity and connection to the local culture shines through, making it a standout brand in the crowded coffee market. With its fresh and funky rebranding, Theka Coffee is ready to serve up a shot of cool to coffee lovers everywhere.

Our branding journey with Theka presented three key challenges: selling the value of their coffee to drinkers in Tier 2, 3, & 4 cities, striking a balance between brand recall and a fresh visual identity, and making the brand accessible and relevant on a national scale while navigating its hyperlocal roots and global aspirations. Through strategic design processes, we conquered these challenges, introducing the allure of coffee to a wider audience, revitalising the brand's visual appeal, and ensuring its universal appeal without compromising its local charm.

Theka Coffee turned up the volume with its rebranding campaign, featuring a vibrant ad video and eye-catching photos that showcased its lively and authentic Indian style. Directed by the Studio Sorted and set to a soundtrack directed by Abhishek Durani and produced by local musicians, the campaign was a hit on social media, and is used to announce Theka Coffee's arrival in any new city.

The photos and video included whimsical props like candies, matchboxes, popcorn boxes and cigarettes, all created in-house, adding an extra layer of fun and memorable elements to the campaign.

Theka Coffee's menu design takes inspiration from the brand's iconic bottle, at the heart of its entire branding design. The unique selling point of Theka Coffee is selling coffee in a beer bottle, breaking from traditional coffee packaging and setting a new standard. The menu design reflects this innovative and funky vibe, with bold colors and playful character.
Served in an iconic beer bucket with fumes of dry ice pouring out of it, the experience of picking up your bottle of coffee from your local Theka has never been more iconic.

Theka Coffee's website landing page showcases the brand's lively and authentic personality through its interactive user interface design. The website uses the brand's signature colors, elements, and mascot-Gabru, to create a cohesive and engaging online experience.

As the first touchpoint for many customers looking to learn more about Theka Coffee and purchase franchises, the website leverages the iconic bottle and incorporates playful elements to make it a memorable digital experience.

Visit Theka Coffee's website

Theka Coffee's rebrand is the perfect example of a successful branding and design strategy for startups in the F&B (Food and Beverage) industry, and other allied companies in India. The brand's unique combination of premium quality, affordability, and approachable design, combined with its playful colours and relatable nomenclature, has helped it stand out in the competitive coffee market.

Theka’s rebrand has propelled them to impressive growth with 200 outlets in over 40 cities, selling over 10 lakh bottles in the last year, aided by their iconic mascot Gabru. The brand’s constant innovation,  adaptable branding and never-say-die attitude has led to frequent media coverage, with a business valued at over 120 crore, and new outlets opening weekly.

Theka Coffee's appearance on Shark Tank India was a game-changer. Their unique selling point of selling coffee in a beer bottle and affordable premium quality coffee impressed the sharks and mustered much needed coverage and fame. Studio Sorted rebranded their identity to reflect their fun and approachable style, incorporating signature colours, quirky mascot, and playful elements into their branding.

Theka Coffee serves as a leading example of how well done branding and visual identity can contribute immensely to the success and strategy for businesses and startups alike.