Overview
A comprehensive brand redesign and visual identity system for Chumbak, reimagining the beloved Indian lifestyle brand for the modern era. This project encompasses logo refinement, typography standards, color systems, brand applications, and detailed usage guidelines that maintain Chumbak's signature playful and vibrant aesthetic while embracing contemporary design principles.
Project Goals
- ▹Modernize the Chumbak brand identity while preserving its quirky charm
- ▹Create comprehensive brand guidelines for consistent application
- ▹Develop a flexible visual system that scales across all touchpoints
- ▹Balance the brand's playful heritage with refined design aesthetics
Tools Used
Adobe Illustrator
Adobe Photoshop
FigmaTimeline
- Brand Research: 1 week
- Logo Development: 2 weeks
- Visual System: 2 weeks
- Brand Manual: 1 week
Logo Design & Construction
The Chumbak logo redesign preserves the brand's playful spirit while introducing refined geometric precision. The updated design balances whimsy with sophistication, ensuring the brand appeals to its core audience while attracting new customers.
Logo Variations & Sizing
The logo system includes multiple variations designed for different applications and contexts. From the primary full-color version to monochrome adaptations, each variation maintains Chumbak's vibrant personality.
Color System
Chumbak's signature vibrant color palette has been refined and expanded. The colors celebrate Indian culture and craftsmanship while ensuring versatility across products, packaging, and digital experiences.
Color Applications
Primary Applications
The primary color palette anchors brand identity across key touchpoints, from retail spaces to digital platforms.
Accent Colors
Accent colors bring energy and variety to seasonal campaigns and product categories while maintaining brand coherence.
Typography System
The typography system pairs a distinctive display typeface with a highly readable body font. This combination captures Chumbak's quirky character while ensuring clear communication across all touchpoints.
Brand Patterns & Graphics
Custom patterns inspired by Indian motifs and contemporary design create a distinctive visual language. These patterns add depth to packaging, merchandise, and environmental graphics.
Pattern Applications
Product Packaging
Patterns enhance product unboxing experiences, making every purchase feel special and gift-worthy.
Retail Spaces
Applied across store interiors, signage, and displays to create immersive brand environments.
Digital Platforms
Patterns translate seamlessly to web, app, and social media, maintaining brand consistency online.
Usage Guidelines
Clear guidelines ensure consistent brand application across all touchpoints. These standards protect brand integrity while providing flexibility for creative expression.
Clear Space: Maintain minimum clear space around the logo equal to the height of the icon element.
Minimum Size: Logo should never be reproduced smaller than 24px in height for digital or 0.5 inches for print.
Color Usage: Use approved color variations only. Never alter logo colors beyond the specified palette.
Background: Ensure sufficient contrast between logo and background for optimal visibility.
Brand Applications
The brand identity comes to life across various applications, from stationery to packaging to digital experiences. Each touchpoint reinforces Chumbak's playful, colorful personality.