ZIKO

Challenge

Introduce an authentic South Asian café concept to the street food scene, creating a distinctive trailer experience that celebrated culture, colour and community while clearly differentiating CHA from the generic “chai” narrative often seen in Western markets.

The challenge was to build a café identity that felt confident, contemporary and culturally rooted, translating tradition into a vibrant, modern street presence.

The Work

CHA was developed as a full café trailer identity, designed to live across physical space, packaging and digital touchpoints.

The work focused on creating a bold and expressive visual system rooted in South Asian culture, using colour, pattern and typography to convey warmth, energy and familiarity. From the logomark to the supporting graphic language, every element was crafted to feel joyful, confident and unmistakably CHA.

The identity was designed to scale across the trailer exterior, menus, cups, signage and social content, ensuring a cohesive and recognisable presence that felt consistent whether experienced in person or online.

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Impact

Following the launch of the new café trailer identity, CHA saw clear commercial uplift:

• 35–45% increase in sales, driven by improved visibility and clearer brand positioning
• 40% increase in footfall at markets and events, with customers actively seeking out the trailer
• 25–30% uplift in conversion at point of sale, supported by clearer menus and a stronger visual presence
• Increase in repeat visits, with returning customers becoming a consistent driver of sales