CHITALE
BANDHU:
BINGE BAR
PROJECT SCOPE
BRAND GUIDELINES
PACKAGING COPY
Chitale Bandhu Mithaiwale, a leading brand in the sweets and namkeen market, has launched a new sub-brand for on-the-go snacking. Binge Bar is turning popular Indian snacks into irresistible snack bars.
As a youthful, contemporary brand, Binge wanted to set itself apart from the parent brand's identity. For this project, I worked with marketing experts and designers to write approachable copy for the packaging boxes. The focus was on making the product relatable to people from a variety of backgrounds and professions.
Alongside the packaging, I wrote brand guidelines for Binge Bar, which would streamline the design process for future marketers, writers, and designers. The brand guidelines are in the form of a book, and contain information about the brand's tone, personality, and design guidelines, among other information.
To request a copy of the complete brand book, please get in touch.
Excerpt from brand book
Packaging copy on Binge Bar boxes
The Client
Binge Bar is a sub-brand under the Chitale group of industries, which houses Chitale Bandhu Mithaiwale and Chitale Dairy, among others. Chitale Bandhu is home to the famous Bakarwadi and manufactures over 200 products that are sold in over 600 SKUs, either fresh or packaged.
Binge Bar was launched as a new offering to enhance the snacking experience, while bringing familiar Indian flavours into the mix. Binge Bar has launched in three initial flavour offerings, with more in the pipeline.