The kitchen has been set up by a group of hotel management professionals. A quick research in the market showed stiff competition in the North Indian food segment with hundreds of food outlets catering to the same segment of clients. The number of such places opening and closing within a span of two years was staggering (understandably so on account of sheer number of restaurants). So how does a new restaurant bring in the clients.
In conducting competitive, market, and retail analyses, our research team knew just what data to bring to the table. An interesting insight we gathered was that none of the restaurants around were chef-owned and none of them could claim to have 5-star chefs on board which Chowki could. The initial taste tests and trials amongst a selective audience was a roaring success where the most common reaction was “Fantastic Food”.
Mindcube delivered fantastic work. In the initial stages, where costs were important, they were able to deliver the results within the budget” ”
—vivek arya, chef
THE STARTING POINT
We just had the logo as our taking-off point. The rest of the brand had to be crafted keeping in mind the budget. To keep the production costs low, every thing was planned in a single color, with a very selective use of orange. The Logo, Packaging, Illustrations all started to come together.
THE NEW COLOR PALETTE
The black and white as the defining theme along with hand crafted illutrations gives an interesting feel to the brand