Partners Anshu Dua and Shiraz Noor had a vision for turning the flavors of their Indian heritage into a snack that would appeal to anyone else wishing to add a bit more spice to life. The duo drew from the rich range of street snacks served throughout South Asia to create a savory yogurt with crispy, puffed toppings that captured both the spirit and name of the subcontinent’s favorite fresh-and-fast foods: Chaat. Now they needed a campaign as bold and original as their product to capture the attention of their millennial peers and the rest of the planet.
The duo turned to a package design firm that specializes in creating the brand before the box. Pulp+Wire (pulpandwire.com) did a deep dive into cultural influences and modern snacking tastes to create a fully illustrated brand book that mapped the look and the voice of the brand.
With flavor profiles as varied and vibrant as mango chili, cucumber mint, and tamarind date, the snack’s packaging needed to tap into the zest that gives Chaat it’s zing. A brilliant palette was picked to color cups topped with clear caps featuring the snack’s signature topping. The puffs were echoed in a ring of polka dots splashed around the cup’s rim. A clever social campaign was crafted to #stirthingsup and #letschaat on the web and drive traffic to a site (thechaat.co – also created by Pulp+Wire) that tied a hip taste sensation to its ageless Indian roots.
“For this project, the brand owners wanted to break the rules of the dairy aisle and be bold and fresh. This branding and packaging project was a perfect fit for us to help this fledgling product find their place on the shelf and make sure the brand was both recognizable and memorable” – Taja Dockendorf, P+W owner and creative director.
Chaat quickly established a Whole Foods foothold and continues to build buzz both in the aisle and online. For Anshu and Shiraz, the future of their colorful savory yogurts looks very bright indeed.
Art Director & Production: Sara Rosario
Creative Director: Taja Dockendorf
