Nukkad is a South-Asian inspired outdoor cafe in Bradford, London that thrives as a third space where people cross paths, conversations become friendships and nostalgia finds a home. Nukkad aims to create a space where people feel welcome, connected and a part of something, celebrating the spirit of creativity, conversations and every moments that make us who we are.
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This coffee cup was designed for the brand refresh of The Chai Company to Nukkad that introduces their customer to a broader brand world rooted in community and culture.
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This coffee cup was designed for the brand refresh of The Chai Company to Nukkad that introduces their customer to a broader brand world rooted in community and culture.
PRIMARY BUSINESS GOALS
To introduce a broader brand vision of becoming 'The Third Space' in Bradford and distinguish the brand identity from competitors operating under a similar chai-related business name. To evolve while retaining the owned turquoise brand colour. 'The Chai Company' began as a food truck and was one of the earliest Indian street food businesses in Bradford. To keep the origin idealogy while updating the visual language for a global expansion.
TARGET MARKET CONSTRAINTS
The visual language should not drift into doodle or playful aesthetic. Nukkad is gritty, raw and authentic. Ensure maintaining a serious undertone that prepares the brand for a future global expansion while retaining the welcoming turquiose signature brand colour. To lean into the South-Asian story-telling with alienating the international audience.
STRATEGIC DIRECTION
The Nukkad coffee cups were designed to illustrate a typical South-Asian street corner which has been a third space of communities since ages. The illustration was conceptualized to bring about this nostalgia of conversations, culture and spirit to London without using literal South Asian characters or conversation. The art style is a fusion between the classic lino-cut aesthetic blended a geometric detailing technique that draws from the Pakistani henna art.
