About

Brand

Sairoo is a chai masala brand built on a simple truth: chai is a seasonal ritual. The cup you crave on a scorching summer afternoon isn't the one that warms a foggy winter morning, yet most masalas are sold as a single, year-round blend. Sairoo is different. It offers three masalas, each crafted for its season (Summer, Winter, and Spring), so every cup is tuned to the time of year you're brewing it in. One ritual, three moods, made for the way the seasons actually feel.

Concept

Sairoo is inspired by Saira, a word that beautifully translates to "traveler" or "wanderer." To visually capture this identity, the form of the letter 'r' has been reimagined into the motion of a bird mid-flight, symbolising a traveler chasing the horizon. The bird is shown soaring toward a warm, setting sun, symbolised by a simple orange circle.

Construction grid

Sairoo logomark — clear space guide and minimum size scale

Sairoo typeface specimen — Safiro Medium uppercase, lowercase, numerals and symbols

Concept Note: Mountain Rays

Sairoo is inspired by Saira, a word that beautifully translates to "traveler" or "wanderer." To visually capture this identity, the form of the letter 'r' has been reimagined into the motion of a bird mid-flight, symbolising a traveler chasing the horizon. The bird is shown soaring toward a warm, setting sun, symbolised by a simple orange circle.

Sairoo concept note — the 'r' reimagined as a bird in flight toward the sun

Anatomy of Packaging

Anatomy of Sairoo packaging — labelled dieline showing branding, about Sairoo, hero illustration and about chai masala zones with dimensions

Hero Illustrations

Sairoo seasonal illustration set — six postage stamps of summer, winter and spring scenes

Packaging Labels

Icons

Sairoo Kadak winter packaging in context — tubes, stamps and pouch

Sairoo Sadabahar spring packaging in context — stamps, tin and rolled labels

Sairoo Sukoon summer packaging in context — sunset tube, pouch and stamps