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Chindi
Chindi

CHINDI

Chindi is a social enterprise that recycles textiles into lifestyle accessories. Post-consumer textile waste is transformed into fabrics and upcycled to produce new goods. New products are embellished with offcuts from rubber tires and leather. These products are handmade by low-income craftspeople in India.

Rebrand

Brand Strategy
Brand Identity
Art Direction
Packaging Design
Digital Experience
Social Media Design

Industry

Lifestyle
Social Enterprise

Location

India

Made from nothing

Chindi wanted to counter the general perception of recycled and sustainable goods as either deficient in quality or lacking refinement, nor did they want sustainability to be the brand’s sole proposition. Like other fashion brands, they hoped to build a brand experience for their consumers. This led us to reposition Chindi as a premium lifestyle brand.

‘Chindi’ refers to a small piece of fabric, either offcuts of garment production or scraps of worn-down fabric. In some regions of India, the word ‘Chindi’ is also the colloquial term for miser. The brand embraces both semantics of the word, which are rooted in sustainable practices. Since our mission is to change how people perceive waste, the name works towards that cause.

Through verbal and visual branding, we wanted one primary message to come through – something beautiful can be made from something seemingly useless. And so, with the founder, we devised the brand’s big idea – “made from nothing.”

The logotype is constructed from letters pieced together by their shadows. It communicates two ideas: how smaller pieces come together to form a whole and that what is left behind can also be beautiful.

To keep the use of materials to a minimum, we carefully chose a colour palette with room for elegance and minimalism. We built a monochromatic palette of greys and earthy tones from a white base. A single-colour logo in grey (75% black) helped to economise printing and conserve 25% on black ink. The plain white base also allowed us to use recycled paper across all physical collaterals.

Chindi
Chindi
Chindi

Conscious Collaterals

Continuing to riff on “made from nothing”, we punched the logotype on the business cards. We devised one piece of paper to function as a label and sticker for the packaging. We made the stationery and packaging from 100% recycled white paper, kraft paper, and corrugated paper boxes. Non-laminated packaging labels act as a seal to further reduce the amount of material used. A carbon-neutral machine prints everything in small batches and on demand. These design decisions allowed the brand to have a packaging system effective at small and large scales while keeping costs in check and providing customers with an excellent retail experience.

Art Direction

Product photographs for e-commerce showcased craftsmanship and finer details. Simplicity and elegance were the guiding themes.

For the lookbook and brand imagery, shots focused on real people in their natural style and environment. The idea was to keep it real to build trust and relatability with the consumer.

Chindi
Chindi
Chindi
Chindi

OTHER WORK

QASA

Come Home

■ HOSPITALITY & REALTY ● BRAND CREATION

RIBBON

Grow Together

■ FINTECH ● BRAND CREATION

CIRCLE SIXTY NINE

Where nature, art and food nourish

■ RESTAURANT ● BRAND CREATION