ChhattisKala: umbrella brand creation, identity, imagery system and packaging for a state rural livelihoods mission
ChhattisKala ·
A state full of makers, and no single name the world could recognise them by.
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Delivered in alliance with PwC, ChhattisKala is the official umbrella brand of Chhattisgarh, a flagship initiative of Bihan, the state rural livelihoods mission. It gathers the craft of artisans, the produce of farmers and the enterprise of women's self help groups under one identity.
State branding fails in a specific way. Thousands of producers, hundreds of products, dozens of districts, and no central marketing team to hold any of it together. An umbrella brand does not fail because the logo is wrong. It fails because nobody downstream knows how to use it.
Disciplines
- Brand strategy
- Naming
- Brand story
- Manifesto
- Values
- Stakeholder mapping
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The manifesto
We are the voice of the unseen hands ·
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(07) What
changed
A state's craft, given one name.
One identity, many districtsArtisans, farmers and self help groups now reach market under a single recognised brand rather than dozens of unconnected local labels.
A photography grammarFour imagery categories give hundreds of people a consistent way to shoot the same brand with no central art direction.
Bilingual from day oneDevanagari sits as a second primary rather than an afterthought, so district and national communication carry equal weight.
