Project: Oregon Chai Case Study | Brand & Design Analysis
Role: Brand Strategist | Consumer Researcher
Oregon Chai is the original chai concentrate brand in America and the only one Certified Organic and Non-GMO, yet its packaging hasn't kept pace with that story. Through competitive analysis, brand strategy frameworks, and consumer interviews, I identified a clear say/show gap: the brand's tagline promises an elevated, authentic experience its product delivers, but its dated visual identity doesn't. Research surfaced strong consumer associations with ritual, self-care, and nature, themes competitors already express fluently. I developed a reframed design direction rooted in warmth, materiality, and place to close that gap, helping Oregon Chai reach a younger, wellness-minded audience while protecting what it can't get back: being first, and being trusted.
I chose the brand Oregon Chai as my case study because I am an Oregon native and have roots in the beverage space as an original employee of Tazo way back in the day.
Reframing design opportunity through research phase, analysis, hypothesis
The brand has real heritage as the original founder discovered Chai on her adventures around the world and she crafted the first chai latte concentrate in America. The brand has also focused on sustainability. there is a current disconnect from their orgin story as the brand is now owned by a company, Kerry out of Ireland. It is one of the only Chai's on the market that holds dual certification as organic and non GMO.
Imagery from Oregon Chai's website emphasizes nature & sustainability.
Competitive landscape on the shelf. What is unique is the product is both dual certified as organic and non GMO but remains the most affordable in price.
I conducted user research to gather insights on the brands product with questions designed to unveil pain relievers and gain creators. Categories included observations, problems, opportunities, needs, and quotes. The results are reflected on the wheel.
Exploring the "Value Proposition Canvas" through the consumer research data I was able to formulate the positioning statement through the users needs/pains/gains.
competitive analysis
The direct competitor's of the brand use elevate packaging, type, and color ways (using a distinctive brand strategy) to stand out on the shelf. This creates a threat for Oregon Chai though an opportunity considering these other brands lack the heritage of the OC brand.
Matcha as an indirect competitor though direct as well . The customer is still looking for that boosting ritual though the product is also high in antioxidants creating a threat to the OC brand as the elevated customer seeks wellness benefits in their daily drink ritual.
This "mindshare competitor " offers a completely different product but competes for the same conscious consumer attention . Olipop proves a legacy, old fashioned category (soda pop ) can be completely reinvented through design and ingredient transparency without losing its fun. This is the kind of transformation available to a legacy category like Oregon Chai.
The analogous space is worth studying which includes practically the whole wellness space. There biohacking boom includes conscious consumers who want rituals that are convenient to incorporate in their day, effective, and fast acting with investing delivery from tonic, to serum to micro-dosing chocolates and more. Its all about the herbal enhancements and adaptogenic support .
Based on brand research, user interview data, an competitive analysis I see the clearest opportunity for Oregon Chai to connect with a younger, wellness minded demographic and get back to being known as the ORGINAL CHAI (a their trademark reflects) through focusing on these three areas. I will provide moodboards that can be used a visual roadmap for inspiration.
Across every brand I researched one pattern held true: the strongest brands tell their story through five consistent threads that satisfy customer needs : flavor, benefits, roots (heritage), sourcing , and ritual. These customer journey's are essential to creating trust, engagement, and emotional connection to the consumers.
This vision board explores warmer color palette ideas and natural, tactile materials to move Oregon chai's existing botanical and nature cues into a warmer more grounded, more premium feeling closest to the strongest boutique brands.
This board is about place. It brings Oregon Chai's own identity forward like misty forests, local folklore, and ground rituals where the origin story is something felt on the shelf and "original" and "Oregon" feel inseparable. .
This SWOT summary covers the brand analysis and design journey explored through this presentation. OC strengths are real and rare being the "original" chai concentrate brand in America and being committed to sustainability with a dual certification in organic and non GMO. On the weakness side there is currently a gasp between the brands warm , nature inspired messaging and its current packaging execution along with growing a social presence thorn more engagement. And looking at threats the direct comp. set is growing fast with boutique brands leaning hard into differentiation and storytelling, which makes now the right moment for Oregon chai to invest in that gap.
