Chettiars Kitchen
Year: 2022
Role: Designer and Strategist
Who?
Chettiars Kitchen is an authentic South Indian masala brand from Bangalore, rooted in generations of traditional masala blends and recipes. Using high-quality, organic ingredients, they aim to bring the rich, original flavours of South India to everyone, making each meal a healthy and enriching experience.
What they needed.
They approached me with the requirement for a logo that represented a small direct to consumer brand for pre made masalas and recipe blends to create an ease of cooking for the consumers.
Our Solution
For Chettiar’s Kitchen, I wanted to create something that really stands out and connects to the brand’s South Indian roots, not just through its look, but its sound. While the English acronym would be “CK,” I focused on the phonetic sounds of “Ch” and “K”—giving the logo a unique identity that resonates with the brand.
I kept the design language simple and direct, because it’s aimed at a pop-up audience that has limited time to make choices. It needed to immediately communicate what Chettiar’s Kitchen is all about—authentic South Indian flavors. The chilli in the logo mark is a clear symbol of food and spice, reinforcing the essence of the brand without overcomplicating the design. The end result is a logo that is bold, recognizable, and speaks directly to what Chettiar’s Kitchen stands for: the true taste of home.
The packaging for Chettiar's Kitchen conveys a strong sense of tradition and homeliness, aligning with the brand's tagline, "Taste of Home." The design prominently features an illustration of two people in traditional South Indian attire cooking together, evoking a nostalgic and authentic connection to homemade, handcrafted food. The festive backdrop with garlands enhances the cultural theme, appealing to consumers seeking authentic, family-inspired flavors.
