PRANA CHAI MEDIA KIT
2023
NEW LOOK PRANA CHAI PACKAGING MARKS INTERNATIONAL MILESTONE
FOR THIS GROWING AUSSIE BRAND
MEDIA RELEASE
2023
For immediate release
From a glass jar in their local St Kilda cafe to the counters of Europe’s hottest cafes, the Founders of Prana Chai have turned a recipe created out of necessity and taste-tested by mum, into a real Aussie brand. And for these three relaxed friends, it’s serious business.
Now found in over 70 countries, Founders Mario Minichilli, Vincent Conti and Koray Gencel have grown Prana Chai into an Aussie brand enjoyed in homes and cafes all over the world, a milestone that this month will be marked with the release of their new look packaging created to represent the community that has embraced Prana Chai over the years.
Featuring five colourful illustrations for the Prana Chai Original Blend, Peppermint Blend, Turmeric Blend, Vegan (Agave) Blend and Decaf Blend, the new packaging is a departure from the neutral tones of their existing packaging to reflect the colour and liveliness of the diverse and growing Prana Chai community.
“We didn’t really set out to create a brand or anything like that when we first started Prana Chai,” said Mario. “We made it because we couldn’t find a good chai for our cafe customers. There was nothing out there that tasted really good and had quality ingredients.”
Today, Prana Chai is reflective of a new industry for Australian chai, attracting the attention of cafe owners around the world as they face the same challenges Prana Chai founders once had in their own cafe in St Kilda.
“In the beginning, it was just about figuring everything out. When we discovered that cafes locally here were loving it and their customers too, we found ourselves taking the plunge to show overseas what we are doing over here in Australia,” said Mario. “And they liked it too.”
With the new look packaging now available, the Founders are preparing for the next chapter in the Prana Chai journey, and by the look of things, it is set to be colourful.
Prana Chai is available in cafes, selected retailers and online.
MEDIA BACKGROUNDER
IMAGES
INTERVIEW OPPORTUNITIES
MEDIA BACKGROUNDER
Prana Chai is an Australian chai company that was founded in 2011 by trio, Mario Minichilli, Vincent Conti and Koray Gancel.
At the time, cafe owners Mario and Vincent noticed a lack of good quality sticky chai that tasted good enough for their customers.
More than 10 years on and Prana Chai has built a reputation as one of the leading chai makers in Australia.
Prana Chai's philosophy is based on setting the standard for high quality sticky chai locally, while ensuring that people around the world can enjoy what Prana Chai has to offer.
The Prana Chai team consists of passionate makers who continue to refine and test Chai recipes from their local Melbourne factory alongside a team of dedicated people who work to bring Prana Chai to markets around the world.
In addition to its focus on quality and service, Prana Chai is committed to supporting the community, with $2 from every 250G retail bag sold donated to Mukti Australia to help transform the lives of children in India and Sri Lanka through the power of education.
Mario Minichilli
Co-Founder of Prana Chai
Vincent Conti
Co-founder of Prana Chai
Koray Gencel
Co-founder of Prana Chai
For further information and interview requests, please contact:
Suzanne Tonks
Oliver and York
0488774438
Prana Chai Original Blend
Rich aroma and flavours of cinnamon, cardamom, star anise, peppercorns, ginger, and cloves, with a hint of honey.
Illustration meaning:
This illustration was formed from Prana Chai customers saying the original blend is like a warm hug. Sitting in front of a fire place, with a warm chai in your hands and a blanket.
Prana Chai Decaf Blend
Rich aroma and flavours of cinnamon, cardamom, star anise, peppercorns, ginger, and cloves, with a hint of honey, without the caffeine.
Illustration meaning:
This illustration is about 'doing the calm'. When looking for a peaceful moment without the buzz. It's about having a bath, reading a book, relaxing and having that moment.
Prana Chai Turmeric Blend
Incorporates Turmeric in to the Original Blend, containing curcumin, which has incredible anti-inflammatory with antioxidant properties.
Illustration meaning:
Titled 'calm vs crazy', this illustration reflects that moment you can take away from the craziness of life. Five minutes back to yourself for a moment of calm, away from the crazy.
Prana Chai Vegan (Agave) Blend
Transforms the Original Blend by replacing the honey with a light and pure agave syrup.
Illustration meaning:
This illustration is called 'Prana for everyone', with the blend made so that everyone, everywhere, can enjoy.
Prana Chai Peppermint Blend
Uses the same original masala chai spices balanced with a fresh and smooth mint finish.
Illustration meaning:
This illustration is also about Prana for everyone, depicting one of Prana Chai's Co-Founders taking to the road to deliver chai.