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Creating a Free-Spirited Grill Concept that
Tastes Like Adventure

Branding

Communication Design

Packaging Design

{ Project Overview }

Creating a free-spirited grill restaurant brand for Chachako, built around adventure, flavour, and a memorable dining personality.

Meet Chachako, an adventurous chef who travels the world to bring home glorious grills and fares from every corner. Creativeans was 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 restaurant’s values, personality, and flavours. A comprehensive brand guide was also developed to ensure Chachako is communicated accurately and consistently across its outlets.

{ Creative Challenge }

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

01
Chachako is a new grill restaurant concept at Jurong Point needing an identity that reflects its adventurous culinary style
02
Without a compelling brand name and identity, it would be hard to communicate its free-spirited approach to grilling from around the world
03
The packaging and visual style needed to convey both warmth and excitement to draw in customers drawn to unique F&B experiences
04
As a new entrant, creating differentiation and recognition in a crowded food retail environment was essential

{ 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

{ THE DIFFERENCE }

{ BEFORE }{ AFTER }

{ Brand Positioning }

We created a bold and adventurous brand identity for Chachako, expressing the energy of charcoal grilling and the joy of global food discovery.

Inspired by pieces of charcoal used for grills, the logo is edgy and energetic, reflecting the dynamism of the dishes served and the restaurant’s fun, casual spirit. The tagline carries a sense of freedom and adventure, celebrating Chachako’s eclectic blend of flavours from around the world.

Rather than labelling the cuisine by origin, the brand focuses on the journey of food itself. The main icon system can also be adapted by replacing the fire element with relevant visuals, creating secondary icons that extend the brand’s quirky, surprising, and Asian-infused modern grill personality.

{ Brand Identity }

We developed a bold and playful visual language for Chachako, expressing the spirit of grilling without borders through energetic forms, colours, typography, and imagery.

The visual system combines spontaneous free forms with clean, structured elements to reflect Chachako’s experimental yet confident personality. Its contrasting cool and warm colour palette creates a bold and bright expression that captures the brand’s adventurous character.

Typography uses Source Sans Pro to give the brand a fresh, quirky, and modern look with personality. The imagery direction adds cosiness and comfort, portraying familiar dining moments that make Chachako feel warm, welcoming, and full of flavour.

{ Brand Touchpoints }

We extended Chachako’s adventurous grill identity across a range of brand touchpoints, creating a cohesive and memorable dining experience.

The brand was applied across food menus, takeaway kraft bags, cup sleeves, paper bags, uniforms, aprons, and corporate stationery. Each touchpoint was designed to express Chachako’s bold, quirky, and flavour-filled personality.

Together, these applications helped create a consistent brand experience across both dine-in and takeaway moments, reinforcing Chachako as a fun and distinctive grill restaurant brand.

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

Our Featured Work

Creating a Free-Spirited Grill Concept that
Tastes Like Adventure

We created a bold and adventurous brand identity for Chachako, expressing the energy of charcoal grilling and the joy of global food discovery.

We developed a bold and playful visual language for Chachako, expressing the spirit of grilling without borders through energetic forms, colours, typography, and imagery.

We extended Chachako’s adventurous grill identity across a range of brand touchpoints, creating a cohesive and memorable dining experience.

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Creating a Free-Spirited Grill Concept thatTastes Like Adventure

We created a bold and adventurous brand identity for Chachako, expressing the energy of charcoal grilling and the joy of global food discovery.

We developed a bold and playful visual language for Chachako, expressing the spirit of grilling without borders through energetic forms, colours, typography, and imagery.

We extended Chachako’s adventurous grill identity across a range of brand touchpoints, creating a cohesive and memorable dining experience.

Our Featured Work

Dalezz

Singapore’s First Glueless Angbao Design with Augmented Reality

Ritter Sport

Yulia Saksen

Your brand might look great. But is it working?

Creating a Free-Spirited Grill Concept that
Tastes Like Adventure

Your brand might look great.
But is it working?