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Client - The Chai Series (Chai Kitchen)
The Chai Series is a Singapore Natural Chai Kitchen. The founder approached us with a need for a stronger logo and visual identity to stand out amongst the local competition, a brand identity consistent with online and offline collaterals.
A sip of chai takes us down the streets of India. The icon here is our take on the classic glass cup most Indian chai stalls use.
Why the need of rebranding?
• Logo has too many elements and details, including a textured background and drop shadow.
• Logo variations don’t exist. No alternative color options and icon for usage when there is minimal space.
• Logo loses legibility when scaled down.
• Lack of consistency between logos and other materials, as per the below image:
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