Branding

Chachu’s

Chachu's translates into Uncle but we all know that it’s the Auntie that does all the work!

Our client wanted to create a modern brand that told the story of the Kathi roll. A staple found on the streets of Bombay. The first step of the process was naming. This involved a number of client meetings and brainstorming sessions to finally settle on Chachu’s. The name refers to the Uncle who is normally the main man out the front of the store selling the rolls but the twist came when creating the identity. The logo involves both an image of the Uncle and if turned upside down the image of an Auntie. They typography took it’s cues from old type and imagery found on the streets of India.

Once the identity was complete we were involved in the creation of menus, packaging, uniforms and photographic art direction.

The packaging was brought to life with a traditional image of an India Uncle that was given extra life and energy through large screen dot printing and bold impactful colours. When placed side by side the full image of Chachu comes to life.

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The name refers to the Uncle who is normally the main man out the front of the store selling the rolls but the twist came when creating the identity.

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