Bohaag

Bohaag is making the finest, first flush Assam tea available to international customers in 2 weeks, farm to cup. 

Sarup, Bohaag's founder wanted the emblem to be modern, yet with a hint of subculture and evoke the feeling of desire for something rare, playing on the seasonal nature of the finest Assam tea. 

Bohaag isn't just about great tea, it's also a medium to showcase the vibrant culture of Assam to the world. Here's an interesting background on the logo.

 

My initial exploration focused heavily on traditional Assamese garments and patterns. When I got further, the result had cute, calm and tender personalities — quite far from our original goal.

 

 

On the second pass, I was enthused as I learnt more about the most critical prop during Bohaagfestivities — the Japi.

 

Structurally, Japi comprises cane staff and tokou leaves tied together. Japi creators use a structure of bamboo with six appendages of cane stuck to it. So I designed the logo with 6 triangles and 6 tails to symbolise the Japi.