My project for course: Contemporary Brand Identity: Using Verbal and Visual Branding

My project for course: Contemporary Brand Identity: Using Verbal and Visual Branding

Chutta
Chutta was initially developed as a design exercise by our founder Ashay Bhave to develop an ethically produced sneaker that only uses components recycled from waste materials. The aim of the exercise was to find a solution to the problem of the 100 billion plastic bags used each year that use 12 million barrels of oil and kill 100,000 marine animals annually

About Project
This is a concept project inspired by an Indian sneaker Brand called Thaely. I was trying to rebrand the same brand idea by developing a better visual identity and renaming the brand. The photographs are originally taken from Thaely's official website.
The design challenge was to develop an identity that is timeless and has a unique character to it to communicate the unique and inspiring story of the brand. The logo is made of custom-made type. As the brand is transforming waste into a clean shoe, the logo also transforms from dirty to clean. The typography and design layout is made bold to inspire aware people to stay away from single-use plastics. We also developed a unique graphic language inspired by road signs which will direct and inspire the consumer to choose right from wrong.