This new quick service Indian restaurant concept wanted to put a different spin on Indian food, and change perceptions about the “heaviness” that is associated with Indian cuisine. They needed a brand image that was as unique as its menu offering to differentiate it in a very competitive Indian food market, and attract both ethnic and mainstream customers alike.
Beginning with messaging that communicates a fresh and healthy message in a playful way, BTI worked hand-in-hand with founder Naveen Seth to give Chaska a voice and visual style that is one-of-a-kind, and brought it to life through the development of the complete brand identity, in-store murals, and website. The brand experience plays on the nostalgia of Indian Dhabas (roadside truck stops) and the colourful sights and sounds of the flamboyantly painted trucks that stopped there.
Within the first month of opening, sales and restaurant traffic were double the projected numbers. The unique brand experience at Chaska has lead to repeat customers, a growing buzz around the concept, and plans for expansion to multiple locations.