Transforming Dining Experiences: Chachako's Brand Redesign

A New Restaurant Concept

SOLUTIONS WE PROVIDED

Meet Chachako, a free-spirited and adventurous chef who scours the world to bring home the most glorious grills and fares from all corners. We were tasked to create the brand concept for this new grill restaurant located in Jurong Point, Singapore. We conceptualised the brand name, identity, and touchpoints to express the values, personality, and flavours of the restaurant. A comprehensive brand guide is also produced to provide guidance in communicating the Chachako brand accurately and consistently across its outlets.

Creating a Free-Spirited Grill Concept that Tastes Like Adventure

THE CREATIVE CHALLENGE
A restaurant newcomer needing a bold identity to express its global influences and stand out

  • Chachako is a new grill restaurant concept at Jurong Point needing an identity that reflects its adventurous culinary style

  • Without a compelling brand name and identity, it would be hard to communicate its free-spirited approach to grilling from around the world

  • The packaging and visual style needed to convey both warmth and excitement to draw in customers drawn to unique F&B experiences

  • As a new entrant, creating differentiation and recognition in a crowded food retail environment was essential

color photo black and white
THE SOLUTION
Designed a distinctive identity and packaging system that bring the grill adventure to life

  • Coined the brand name “Chachako” and built a visual identity that feels free-spirited and adventurous

  • Created food packaging that reflects global grilling influences, combining bold graphic elements and warm colours to highlight the cuisine’s character

  • Designed visual touchpoints that carry personality, making the restaurant feel welcoming yet exciting

  • Established a consistent brand identity across name, logo, packaging, and restaurant environment to enhance recognition and customer recall

Brand Logo & Tagline
Inspired by pieces of charcoal used for grills, the logo is edgy and energetic, reflecting the dynamism of the dishes serve and a fun place to hang out for customers of all ages. The tagline embodies a sense of freedom and adventure, and a blend of the diverse foods of the world. We did not put a label on the cuisines crafted by Chachako; Chachako's food is not about where they are from; it is about the journey. It is an advocate for creating possibilities in food to curate a distinctive blend of Asian-infused grill in a modern-western style that is eclectic, quirky and full of surprises. The brand's main icon can also be used as a graphic style by switching the element of fire out with a relevant iconic visual that clearly convey what it represents. These graphics can be used as secondary icons.
BRAND IDENTITY
To visually represent grilling without borders, we mixed both careful and spontaneous elements. Chachako brand is portrayed as both experimental and adventurous with free forms. At the same time, the clean and structured forms represents Chachako being bold and unique. The colour palette represents a contrasting range of cool and warm colours that are bold and bright, depicting the boldness of the brand, while the typography expresses a fresh, quirky look packed with personality using the font type Source Sans Pro, which has a distinctive lettering tail, expressing modernity and the boldness to be different. The imagery is curated with a touch of cosiness and comfort from home, portraying a dining scene at home.
BRAND TOUCH POINTS

The various brand touchpoints includes the food menu, various food packaging—such as takeaway kraft bags, cup sleeve, paper bag—uniform and apron, as well as a set of corporate stationery.

"A westie all my life, I’ve fought hard over the East versus West battle. New and interesting food spots like Chachako get me buzzing with excitement all the time. This grillroom at Jurong Point is a cut above the rest, fusing Western cooking techniques with a melange of intense Asian flavours to whip up good food at nett prices."

Review by Eatbook
NEXT PROJECT
PHILlIP CAPITAL MANAGEMENT
View More
Yulia Saksen

Yulia Saksen

International Brand Consultant and Co-Founder of Creativeans

"Brands that don’t evolve will disappear. In today’s changing world, what matters is how clearly your brand is positioned and how deeply it connects with the people who matter. If you’re ready to be different and want to build a brand that matters, work with us."

Book a Free Brand Consultation with Yulia

SCHEDULE A CALL
THE PROJECT MATTERS

We are an award-winning brand and design consultancy. We partner with brands to create projects that matter.

PLAY IDEA DICE

Developed by Creativeans, the Idea Dice helps you through the design thinking process as well as problem-solving.

Business Enquiry
info@creativeans.com
Career / Internship
collaborate@creativeans.com
GRANTS
RESOURCES
CAREER
AWARDS

Creativeans is an award-winning brand and design consultancy based in Singapore, Milan and Jakarta. We build brands that matter.

Singapore Registered Management Consultant © 2025 Creativeans Pte Ltd. All Rights Reserved