Jugmug Thela is our attempt at fusing the atmosphere for street side chai shops with choice, hygiene and quality of beverages served in airconditioned upscale chai/coffee shops. That said, we are more street side café than we are a coffee shop, since most of our menu is of beverages that are prepared authentically in manner they would be prepared on streets/small cafes of the country of their origin.
How did you conceive of the idea for Jugmug Thela?
It wasn’t so much conceived of, as it was a response to the need for one. Whenever you go out to public gatherings and events such as concerts, conferences, events etc, – you may get decent food – but the chai – coffee are always given no attention. If you are anything like me, you’d rather not drink vending machine coffee and tea-bag tea.
We like the brand building on Jugmug. Do you also work on brand building and corporate identities for other clients?
Thanks, we’re glad you it! My design career over the years has evolved into the role of Brand Strategist, so I would assume that understanding naturally seeped into Jugmug Thela. That said, we didn’t really have a brand plan when we started. We just put it out there without too much consideration on that front, and the aesthetic just evolved organically from what we did.
I’ve worked on several big ticket brands, but at Jamura Design Lab we’re not accepting any new clients. We’re moving our focus from a being a service company to a more independent self-initiated projects format.
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