Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Creativeans C LogoCreativeans

Creating a Free-Spirited Grill Concept that
Tastes Like Adventure

Branding
Communication Design
Packaging Design
An illustrated map of "Chachako Town" and surrounding regions on a yellow landmass, featuring the charcoal character mascot, a winding river, and a dotted red trail.

{ 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.

A bustling indoor food hall filled with people dining at long wooden communal tables surrounded by various food and beverage stalls.

{ Creative Challenge }

A restaurant newcomer needing a bold identity to express its global influences and stand out
  1. 01

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

  2. 02

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

  3. 03

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

  4. 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

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

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

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

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

The Creativeans team posing together and holding brand props at the Chachako grand opening event in front of a colorful graffiti wall.

{ THE DIFFERENCE }

A logo design sketch sheet for Chachako, featuring a round charcoal character mascot concept alongside handwritten design traits and color notes.
The final Chachako logo featuring a black, hand-drawn typography wordmark alongside an illustrated charcoal character mascot waving on a vibrant red background.
{ 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 Positioning

{ 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.

A brand style guide breakdown showcasing graphic styles, color palettes, Source Sans Pro typography, and food imagery layouts on a split white and light blue background.
An animated Chachako logo thumbnail featuring the hand-drawn black typography wordmark and a waving charcoal character mascot on a bright red background.
Creativeans F&B branding restaurant
A wall decal graphic featuring the Chachako charcoal character mascot eating a large sandwich, surrounded by a thought bubble filled with white food and cooking doodles, superimposed over a photo of a toasted bun.

{ 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.

Branded "Cha cha ko" stationery, featuring a letterhead and two custom-shaped business cards on a bright yellow background.
Brand Touchpoints touchpoint 1
Black "Cha cha ko" branded takeaway boxes shown from two angles on a bright yellow background.
A fast-food packaging mockup featuring a Chachako branded brown paper bag, a french fry sleeve, and a coffee cup with a stamped sleeve on a plain white background.
Two brown paper takeaway bags featuring the black Chachako wordmark and waving charcoal character mascot, shown from a flat front view and an angled side perspective on a white background.
Brand Touchpoints image 2
Chachako Food Menu
A crowded restaurant interior during the Chachako grand opening, featuring diners seated at tables along blue booths and white brick walls under warm orange pendant lights.

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 logo
Review by Eatbook

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Professional headshot of a smiling woman in a white blazer and burgundy blouse, hands loosely clasped.

Yulia Saksen

Co-Founder of Creativeans
International Brand Consultant

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