Who is the client?

CHUTNEY is an online community and organisation that celebrates British Indians. Their brand is fun, informative and inclusive. They talk about what it means to be both British and Indian while keeping their followers up to date about important political and cultural goings on in India.

UP is a vegan design agency based in London. They’ve been in business since the 80s and their clients include vegan businesses, animal rights organisations and brilliant charities like Animal Aid, Compassion in World Farming and Save the Children. In other words, they’re amazing.

Why did they hire me?

I was hired by the design team at UP (A london-based design agency for charities and vegan organisations) to work on a creative (and fun!) rebrand for the CHUTNEY organisation. The UP team took care of the design elements of the rebrand, while I helped them with creative brainstorming, taglines, social media design copy, and website copy.

How did I approach the project?

This was a fun project. CHUTNEY wanted to launch their brand on Instagram with a new tagline and some initial social media posts to get them started. The team at UP and I came up with the idea of spoofing movie posters to get them started, which was inspired by India’s great film culture. They also wanted new (and a bit more serious) copy for their main brand, ‘Platform for Indian Democracy.’

What were the results?

As a movie fan, I loved coming up with creative copy for the movie poster spoofs (and loved researching Indian culture). I also wrote creative copy that captured their brand on their Instagram bio, and came up with the tagline ‘Like CHUTNEY for your soul.’ The (very well-researched) website copy captured their main brand, which is designed to inform British Indians about the current political landscape in India. All around, this project was both fun and seriously rewarding.