BRAND GUIDELINES

Be regular and orderly in your life like a bourgeois, so you may be violent and original in your work.
- GUSTAVE FLAUBERT -

INDEX 01
PART ONE
BRAND POSITIONING
1.1 There’s something about everyone
1.2 Buyer Persona I - Chumbak User
Buyer Persona II - Aspirational User
1.3 Chumbak Manifesto
03
04
05
06
00 Curb your Enthusiasm 01
PART TWO
BRAND ELEMENTS
2.1 The Original Logo
2.2 Logo Usage Guidelines
2.3 Fashion Logo
08
09
10
2.4 Regional Logos
2.5 Collaboration Guidelines
2.6 Role of the Owl
2.7 Owl Usage Examples
2.8 Owl Apparel Tags
2.9 Primary Colours
2.10 When to use other colours
2.11 Typography
2.12 Typography Usage Guidelines
2.13 Typography Usage Examples
11
12
13
14
15
16
17
18
19
20
PART THREE
PRODUCT BRANDING
3.1 Apparel Branding
3.2 Fashion Accessories Branding
3.3 Home Branding
22
23
24
PART FOUR
PACKAGING
4.1 Language Construction
4.2 How to create packaging for a new product
4.3 Packaging Colours
4.4 Packaging Directory
4.5 Statement Packaging
Beauty Packaging
Watch Tin Packaging
4.6 Collaterals
Shopping Bags
Other Collaterals
28
29
30
31
35
36
38
39
40
41
3.3 Accessories Branding
3.3 Beauty Branding
25
26

INDEX 02
PART FIVE
WEBSITE
43
44
45
46
PART SIX
IN-STORE COMMUNICATION
6.1 Category Signage
6.2 Instructional Signage
6.3 Hoot Hoot Sale
6.4 Collection Launch
6.5 Lookbook Store Collaterals
6.6 Campaign Communication
5.1 Homepage Banners
5.2 Category Banners
5.3 Other Creatives
5.4 Custom Pages
48
49
50
51
52
53
6.7 Store Visuals
6.8 Mall Marketing
54
55
PART EIGHT
WHERE CAN THE BRAND
ROAM FREE
73
74
75
76
77
78
8.1 Capsule Campaigns
8.2 Instagram Stories
8.3 Newsletters
8.4 Lookbooks
8.5 Store Windows
8.6 A case for using Illustration in Marketing
7.1 Mood of Photography
7.2 General Guidelines
7.3 Fashion Photography
Model Checklist - Dos
Model Checklist - Don’ts
Catalog Photography
7.4 Home Decor Photography
7.5 Instagram Posts
7.6 What doesn’t work for Chumbak
57
64
65
66
67
68
69
70
71
PART SEVEN
PHOTOGRAPHY GUIDELINES
PART NINE
EDITORIAL GUIDELINES
9.1 Communication Manifesto
9.2 Wit
9.3 Warmth
80
81
82

INDEX 03
PART TEN
MISCELLANEOUS
10.1 Stationary
10.2 Visiting Card
10.3 Employee ID
10.4 Presentation Templates
10.5 Chumbak Champs’ Certificates
10.6 Repeating Properties
10.7 Important Presentations
86
87
88
89
90
91
92
9.4 Extra Mile Design
EMD Blog
83
84
00 In Conclusion 94

00
CURB YOUR
ENTHUSIASM
For a brand that’s bursting at its seams with blinding colours and ornate visuals in its prints,
it’s very easy for the same kind of freefall freedom to spill over into its communication. For
a brand that’s known to pull out all stops when it comes to their artworks, why should the
communication be tame? Why do we need guidelines, why can’t we run amok, why should
we bring any sobering order to the visual chaos? These are the reasons:
Print is Art. Communication is Design.
Art is expression, Design solves a certain function. Our intent is to get the message across as
clearly and succinctly as possible, while conveying the Brand ethos and making sure it’s
memorable and delightful enough. That’s why our message or the product we’re showcasing
needs to be the hero, and the surrounding noise needs to be minimal.
Consistency inculcates Brand Salience.
If a brand keeps changing form everytime you see it, you won’t be able to recognize it the
next time you see it. A brand that does everything stands for nothing.
We need to show we are in control.
There’s a thin line between being spontaneous and rebellious and being all over the place.
Order saves time.
You don’t have to reinvent the wheel everytime you need to create a presentation or a standee.
Introduction / 01

Brand Positioning / 02
PART ONE
BRAND
POSITIONING

1.1
THERE IS SOME-
THING ABOUT
EVERYONE.
Everybody is different. For some it’s their quirky side. For some it’s the way they see the world. For
some it’s their uniqueness, or sometimes it’s what inspires them to be unique.
There’s something about everyone.
In a world where the collective identities and similarities overpower that ‘something’, Chumbak
makes sure your unique side is visible and recognized. Giving you creative inspirations that help you
see even the simplest things in a new light.
FUNCTIONAL PROMISE
In every category it operates, Chumbak will help its user stand out in a cheerfully aesthetic way.
Unique home and wardrobe accents will live up to this promise with unique prints and colours.
EMOTIONAL PROMISE
With Chumbak, you will always feel you are able to express your uniqueness, without being frivolous
and childish. It helps you find joy in radiating your unique identity. It makes ‘standing out’ effortless.
Tagline / 03
Refer to this Brand Document by Ogilvy.
Always
remember that
you’re absolutely
unique. Just like
everyone else.
– Margaret Mead

1.2
BUYER PERSONA - CHUMBAK USER
BASIC DEMOGRAPHICS
Age : 24 yrs old I City : Delhi
Income : Rs.40000 per month
Designation : Senior Executive
Status : Unmarried
ATTRIBUTES BRANDS
SOCIAL
ENTERTAINMENT
USER NEEDS
I see myself as someone who likes to explore everything around me.
Sometimes I like to bring my fun side out in front of others too.
I like to keep people and things that radiate positivity around me.
Fashion is the world to me. My taste varies depending upon my mood.
Sometimes I like sober, more subtle styles and sometimes I create my
own sense of style that is unique and stands out from the rest.
Life gets so monotonous sometimes so I like to keep it interesting by
doing different things like shopping, going for long drives, going for a
random trip with friends or just playing around with my wardrobe -
keeping my style fresh and up-to-date.
Being surrounded by colourful things is my thing. Whether that’s
a colourful coffee mug at my office desk or that snuggly, bright
blanket at my home which just welcomes me when I go back home.
Seeks to stand out, and
seen as a trendsetter.
Seeks to be always seen as
a fun and cheerful person.
CULTURAL TENSION
Seen as ordinary or
non-stylish.
As someone who sticks out.
Seen as a copy or a follower.
Buyer Persona I / 04
SIMPLICITY BOLDNESS
FASHION TRENDS COMFORT
TRENDY UNIQUENESS
INFLUENCERS
CELEBRITIES
SOCIAL INFLUENCERS

1.2
BUYER PERSONA - ASPIRATIONAL USER
BASIC DEMOGRAPHICS
Age : 24 yrs old I City : Ahemadabad
Income : Rs.35000 per month
Designation : Senior Executive
Status : Unmarried
ATTRIBUTES BRANDS
SOCIAL
ENTERTAINMENT
USER NEEDS
I’m someone who likes to live life to the fullest. I take time to open up
at first but when I do, I’m the most fun person you’ll ever meet.
Being seen as fashionable is very important to me. I like to create my
own unique style but not in a way that stands out but rather makes
my expressive side come alive. You know I have this really beautiful,
colourful top that I wear with jeans, make a nice hairstyle to go with it
when I meet my friends. Sometimes I feel like wearing dresses too,
like my friends but my parents don’t like it very much.
One day, my friends and I sneaked out at night to go for a long drive,
and that was so much fun!
I like colourful things around me. Like I have these bright looking
cushion covers at my home. My quirky coffee mug at my office desk
cheers me up even on those not-so-happy days.
Seeks to look a little
different from her peers.
Seeks to look trendy and
fashionable.
CULTURAL TENSION
Seen as non-stylish.
Seen as someone who is
judged by what she wears.
Seen as a copy/follower.
Buyer Persona II / 05
SIMPLICITY BOLDNESS
FASHION TRENDS COMFORT
TRENDY UNIQUENESS
INFLUENCERS
CELEBRITIES
FASHION INFLUENCERS
PARENTS & FRIENDS

1.3
MANIFESTO
Chumbak laughs with you.
Chumbak is relatable.
Chumbak is creative.
Chumbak uplifts you.
Chumbak is affably quirky.
Chumbak is colourful with class.
Chumbak is an accent brand that adds the twist.
Chumbak does not laugh at you.
Chumbak is not exclusive.
Chumbak is not commonplace.
Chumbak is not soothing.
Chumbak is not adorably cutesy.
Chumbak is not noisy and flashy.
Chumbak is not a full solution.
Manifesto / 06

Brand Elements / 07
PART TWO
BRAND
ELEMENTS

2.1
THE ORIGINAL LOGO
The Original Logo / 08
This is the logotype with maximum recall value.
USED ON :
On all of our products wherever possible, except for Fashion products.
All forms of Marketing Communication save for the ones going up on our channels (our Insta-
gram posts/stories or in-store communication).
Packaging for all products except for Fashion products.
As the representative of our brand (on storefronts, as a sponsor, etc).
Chumbak Logotype Black I Download Link
Chumbak Logotype Black I Download Link

2.2
USAGE GUIDELINES
Usage Guidelines / 09
ALIGNMENT
Centre-aligned for a centre-aligned
composition.
Left/Right-aligned for a left/right-aligned
composition.
Bottom-right corner for usage as a
watermark (ex: videos).
PADDING / MARGIN
There should always be sufficient space around
the logo - considering it’s itself so visually
striking, you should give it a lot of breathing
space for the composition to not look crowd-
ed, including when it’s in the bottom right/left
corner as a watermark.
COLOURS
Product/Illustration based collateral -
accent colour in the illustration.
On an image - Should be Black or White (opaci-
ty variable - preferably 100%)
Standalone branding - Chumbak Mint
(#60C4B4, Pantone 612C)
LOGO-LOCKUPS
Logotype + Website
Owl + Logotype
Owl + Website
Store names
The same rules apply to lockups as well.
x x
x x
x.5
x.5
x x
x
x
x
x
Accent White Mint www.chumbak.com

Since our original logotype does not sit well with the premium fashion products we had started
making, we decided to create a separate logo for our fashion products - namely, Apparel, Footwear,
Watches and Scarves, as well as the accompanying brand collaterals.
For instances where it had to be incribed / engarved onto metal, a Sharpened version of the Fashion
Logo can be used for better legibility.
EXISTING USAGE :
Woven Tags for Apparel
Metal Labels for Bags
Metal Labels for Jewellery
Gold Embossing on Footwear
Screen-printed on Scarves
Metal Embossing on Watches
Apparel Tags
The same usage guidelines apply to Fashion logo as well.
Brandon Grotesk Bold I Upper Case I Kerning : 100 I Download Link
2.3
FASHION LOGO
Sharpened Fashion Logo I Download Link
Fashion Logo / 10

Regional Variations of the Logo / 11
Custom-Designed
As and when possible, we should get a type-designer to design vernacular variations of our
logotype - like how we did for our Devnagri logotype.
Baloo-typeface family
For other instances, write ‘Chumbak’ in the required script in Baloo typeface. This is the only free
typeface available today that’s of high quality and is available in as many scripts. Baloo is a
rounded, thick, friendly typeface family created by Ektype for Google Fonts and is available in 9
different scripts (apart from Devnagri, Oriya and Telugu) -
Baloo Bhai for Gujarati
Baloo Chettan for Malayalam
Baloo Da for Bengali
Baloo Paaji for Gurumukhi
Baloo Tamma for Kannada
Baloo Thambi for Tamil
2.4
REGIONAL LOGOS
Chumbak Devnagri Logotype I Download Link
Chumbak Oriya Logotype I Download Link
Chumbak Telugu Logotype I Download Link You might have to tweak the form slightly in case of certain glyphs being unavailable.

SINGLE LINE WITH
LOGOTYPE(S)
Optically, more than technically,
ensure that they rest on the same
baseline and are roughly of the same
height.
TOP AND BELOW LOCKUP
Centrally aligned, make sure our
logo and the other logo(s) are of
roughly the same width, or in any
case, their visual weight should be
similar.
Chumbak X Partner-brand.
We usually announce all collaborations with an “X” between the Chumbak logo & partner brand -
but when it’s more than one brand, we usually just line them in a single row/column together.
If possible, make sure both the logos are in monotone black or white.
Always place the Chumbak logo first in line/on top - unless mandated otherwise.
SINGLE LINE WITH
LOGO/SYMBOL(S)
Make sure that they are centrally
aligned with each other along the
horizontal axis, & optically, their visual
weight should be similar.
2.5
COLLABORATIONS
Collaborations / 12
*Centrally aligned along the same axis.
*They rest on the same baseline.
‘X’ ~ 80% height of
the ‘m’ in Chumbak.

2.6
ROLE OF THE OWL
Role of the Owl / 13
AS A MNEMONIC, AN EMBLEM
A refined version of the original Chumbak Owl that had historically been one of our bestselling
prints of all time - the owl serves two purposes:
Most of our customers anyway think the owl to be synonymous with our brand - hence it has
strong associative, recall value.
The original logotype can look quite clunky and out of place in our new, more sophisticated
visual language - the owl fits in seamlessly, heralds our new innings.
BASIC GUIDELINES
Never use the owl without the original logo being present in some form on the product
elsewhere. It’s an accompaniment, not a replacement.
However, using the owl and logotype together in a lockup is an overkill.
Use the outlined owl wherever possible, preferably in a colour that fits the creative.
It’s left to the designer’s discretion as to when he/she thinks it’s appropriate to use the owl - in a
photoframe insert, atop names of fragrances, inside of gift cards, etc. As long as the logo is
present elsewhere on the product/packaging.
Full Colour Owl I Download Link
Outlined Owl I Download Link

2.7
EXAMPLES OF USAGE
Examples of Usage of the Owl / 14
PRODUCT : Back of Watch Dials
PACKAGING : Beauty Labels
PRODUCT : Denim Metal Labels
PACKAGING : Primary motif in pattern
PRODUCT : Snap Buttons
PACKAGING : Watch Box
SOCIAL MEDIA : Profile Pictures
APP : Home Icon

2.8
OWL APPAREL TAGS
Owl Apparel Tags / 15
For each new season collection, the apparel tag is an owl picked from the prints of the season -
and if there is no dominant owl, then one should be constructed using the defining motifs and co-
lours of the collection.
Fashion Chumbak logo should come at the back of the apparel tag.
It should be at least 9 cm long and 6 cm wide to accomodate the barcode + hole.
SS’18 AW’17 AW’18
AW’15
SS’16 AW’16

2.9
PRIMARY COLOURS
Primary Colours / 16
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3
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#60C4B4
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Pantone
3258C
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2
5
%
#F04D6A
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Pantone
710C
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PA
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1
5
%
Texture
Jpeg
File
used
in
packaging.
Download
File
C
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B
A
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A
M
#FFF5CD
I
Pantone
7499C
Used
as
a
substitute
for
the
brown/beige
component.
C
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LO
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1
0
%
#FFCF43
I
Pantone
129C
W
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1
0
%
#FFFFFF
Used
as
a
background
/
in
combination
with
imagery
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T
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A
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:
1
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%
#000000
Used
primarily
for
Text
Colour
in
communication

When to use other colours / 17
It’s Chumbak, after all.
We thrive on a multitude of colours. While the primary colours should be used on
all generic/universal marketing communication (packaging, sale creatives, etc) you
can use a different color palette for the following examples of specific universes -
Capsule Campaigns, Season Collection Collaterals, Lookbooks, etc.
2.9
WHEN TO USE
OTHER COLOURS
CAPSULE CAMPAIGNS
Here, the color palette will be as
per the illustration / imagery being
used in the creative. White would
be preferred for text over
photographs.
LOOKBOOKS
Each lookbook is a complete
project unto itself; the colours and
typography used should be solely
dependent on the photographs /
products showcased.
SEASON COLLECTION
COLLATERALS
Apparel Tags, In-store
communication (standees, talkers,
etc), launch-event creatives should
borrow from the season colours.

Aa Bb Cc Dd Ee Ff Gg Hh Ii
Jj Kk Ll Mm Nn Oo Pp Qq Rr
Ss Tt Uu Vv Ww Xx Yy Zz 0
1 2 3 4 5 6 7 8 9
! @ # $ % & * ( “
: ; + - < > ? .
MEDIUM
LIGHT
THIN
REGULAR
BOLD
BLACK
Meet the standard Chumbak typeface:
A geometric sans serif font family designed by Hannes Von
Döhren at Adobe Fonts, Brandon Grotesque is a 6-weight
family with Roman and Italic styles.
We chose Brandon Grotesque because of its endearing
combination of neat geometric forms with a warm touch,
friendly assertiveness and its compact nature. As a Body-
type, it might be a bit inadequate because of its tiny x-height,
but its upper case performs beautifully as a display typeface.
BRANDON
GROTESQUE
2.10
TYPOGRAPHY
Typography / 18

Considering the visual extravaganza that is the Chumbak product universe, it’s very important that
the communication around it should provide it a cool, clean foil. The typography should complement,
not take attention away from the creative. There’s a lot to be said about simple, clear, impactful type
that conveys exactly what it means as quickly as possible.
CUSTOM TYPEFACES
In certain instances where the type has to perform the lead-actor’s role, for instance in Look-book
covers, Newsletter Titles, Capsule Campaigns, one can use different typefaces, or custom-letter-
ing. Just make sure that:
It’s a free typeface or we have the requisite license to use it in our creatives.
It’s a high-quality typeface with well-resolved glyphs and letter-spacing; download it from
reliable sites like losttype.com, Google Fonts, fontshop.com.
The typeface you choose should go along with the imagery well as the copy.
As a brand, we are moving away from visibly hand-drawn illustration-language and moving to
more refined, cleaner shapes - the typography should reflect that.
Brandon Grotesque Bold / Black I Upper Case I Kerning : 100
DISPLAY
Brandon Grotesque Light / Regular I Title Case I Line Spacing ~ 1.4
Body text. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eius-
mod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim
veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo.
Brandon Grotesque Bold I Upper Case I Kerning : 100
Brandon Grotesque Medium I Title Case I Line Spacing : 1.5
CAPTIONS I QUOTES
“The quick brown fox jumps over the jazy dog.”
Custom typeface - Capsule Campaigns, Lookbooks, , Newsletters, etc
2.11
GUIDELINES
Typography Usage Guidelines / 19

2.12
USAGE EXAMPLES
Typography Usage Examples / 20
PACKAGING
The product category is spelled out in Brandon
Grotesque Bold in Upper Case with 100pt
Kerning, in Chumbak Mint.
Exception : Personal Care - we used Nunito for
this throughout.
WEBSITE
A separate Style Guide on Page 54 will list the
different Typographic styles we use on the site.
IN-STORE COMMUNICATION
Category, Instructional Signage and Sale
Creatives should carry the Chumbak Standard
typeface - but collaterals for capsule campaigns
and season collaterals can use whichever one is
being used for the said campaign.
PRESENTATIONS
Any brand presentation, whether showcased
in-house or outside, should be constructed
with only the Chumbak standard typeface and
employ the full breadth of its family members.

Product Branding / 21
Refer to this document : Replacement Branding
PART THREE
PRODUCT
BRANDING

3.1
APPAREL BRANDING
METAL LABLE CLOTHING BUTTON ETCHING DENIM LABEL WOVEN LABEL
HANGERLOOP WASHCARE LABEL
Download File Download File Download File Download File
Download File Download File
Apparel Branding / 22

3.2
FASHION ACCESSORIES BRANDING
FOOTWEAR EMBOSS SHOE BAG WATCH DIAL FRONT WATCH DIAL BACK
METAL LABEL FOR BAGS WALLET METAL OWL JEWELLERY LABEL SCARF LABEL
Download File Download File Download File Download File
Download File Download File
Download File Download File
Fashion Accessories Branding / 23

3.3
HOME BRANDING
LOGOTYPE STAMP CUSHION WOVEN LABEL INCORPORATED IN THE ILLUSTRATION HOME TAGS
STICKERS
Download File Download File Download File
Download File
Home Branding / 24

3.4
ACCESSORIES BRANDING
SILICON LABELS WOVEN LABELS IPHONE COVER INSIDE LAPTOP SLEEVE PULLERS
INSIDE OF NOTEBOOKS PET ACCESSORIES INCORPORATED IN THE ILLUSTRATION
Download File Download File Download File Download File
Download File Download File
Accessories Branding / 25

3.5
BEAUTY BRANDING
PERFUME BOTLLE LABELS Download File SOAP ENGRAVING Download File
Beauty Branding / 26

PART FOUR
PACKAGING
Packaging / 27

4.1
LANGUAGE
CONSTRUCTION
The new packaging language was arrived at by extrapolating the language of the new Chumbak
Owl, composed of a dense contemporary pattern of monotone/dualtone thin strokes on a
plain-coloured background - either Brown paper, or Chumbak Fuschia or Mint.
The decision of using the beige/brown background and no filled-in shapes was so that the
packaging remains muted enough to allow the product to take centrestage. But the intricacy of
the pattern and the conspicious inclusion of the owl-form into the pattern makes sure that it still
looks like it belongs to the Chumbak universe.
Language Construction / 28

4.2
HOW TO CREATE PACKAGING
FOR NEW PRODUCTS
STEP ONE : OUTLINING THE BRIEF
Sit with the Product / Sourcing team to understand the requirements of the packaging -
dimensions of the product, mandatory information it needs to contain, placement and size
of the barcode, location of the products in our stores and how it will be presented, etc.
STEP TWO : CREATING THE ARTWORK
In most cases, the Product / Sourcing team will provide the Keyline for the packaging,
sourced from the Vendor - if it’s not available, create one according to the dimensions of the
product and test prototypes beforehand.
Once the keyline is ready, an artwork needs to be created in the new packaging language.
As you can see, it’s been adapted into enough sizes and shapes that one needs to :
1. Pick the shape/file most likely to fit the new dimensions (long rectangular, squarish, etc),
2. Tweak it by adding and subtracting elements of the pattern in order to fit the new keyline.
3. Replace the name of the product and product-icon with the new one.
Beige background is the norm, fuschia / mint background is for exceptional cases.
STEP THREE : SAMPLING AND APPROVAL
After the artwork has been created, it needs to be sent for Sampling. This is where you can test
different kinds of paper / material, different colours & even different designs for the packaging.
Try to get the prototype right in maximum two rounds of sampling.
The Graphic Designer gets the final sign-off on the approved sample after making sure that:
1. It fits the product perfectly.
2. The colours and quality of print are as per the submitted artwork.
3. The material/paper chosen for the artwork works both functionally and aesthetically.
4. The text has been proofread and certified by the Product and Legal team.
5. The vendor has assured that it can be delivered within the given timeline and budget.
You can now send the final file for production in the format the vendor is comfortable with.
How to create packaging for new products / 29

4.3
PACKAGING COLOURS
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Used
as
the
background
for
all
packaging
creatives.
Download
File
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1
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#60C4B4
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Pantone
612C
Used
as
the
accent
colour,
to
highlight
the
name
of
the
product
or
the
product
outline.
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710C
On
brown
background,
strokes
are
in
this
colour.
When
it
acts
as
the
background
colour,
however,
the
strokes
are
in
off-white
colour.
Packaging Colours / 30

4.4
PACKAGING DIRECTORY
IPHONE-INSERT Download File PET-COLLAR Download File STRING-LIGHT Download File LAPTOP SLEEVE Download File
Packaging Directory / 31

4.4
PACKAGING DIRECTORY
JEWELLERY Download File ENAMEL MAGNETS Download File TAMPERPACK Download File WOODEN KEYCHAIN Download File
Packaging Directory / 32

4.4
PACKAGING DIRECTORY
CHANNAPATNA FIGURINES Download File SOCKS Download File SQUARE WATCH TIN Download File PANTIES Download File
Packaging Directory / 33

4.4
PACKAGING DIRECTORY
WALLET Download File PASSPORT COVER Download File GIFT CARD ITERATION Download File PHOTOFRAME INSERT Download File
Packaging Directory / 34

4.5
STATEMENT
PACKAGING
The purpose of the existing packaging language was to be a neutral wingman to the hero Prod-
uct. But in cases when the packaging is one of the main selling points of the product - whether
it’s because the product is not outrightly visible, or has to be packaged into a premium, gift-
worthy unit - when it’s the main course instead of the garnishing, it can no longer remain muted.
In such cases, we should take full advantage of our best resource - our illustrations - & adapt them
into the requisite keylines to come up with packaging that’s as attractive as the product within.
Statement Packaging / 35

4.5
BEAUTY PACKAGING
SWEET MUSINGS Download File SUMMER DREAMS Download File GOOD THINGS Download File NATIVE NOTES Download File
Beauty Packaging / 36

4.5
BEAUTY PACKAGING
LIPBALMS Download File SOAP GIFTBOX Download File TRAVEL PERFUME Download File PERFUME GIFTBOX Download File
Beauty Packaging / 37

4.5
WATCH TINS
REGULAR ROUND Download File FESTIVE ROUND Download File SQUARE TIN Download File
Watch Tin Packaging / 38

4.6
COLLATERALS
There are two sets of packaging collaterals -
SEASON SPECIFIC
Apparel Tags, Apparel Info tags, Season/Beauty Shopping bags, Bill-holders - they can carry the
popular prints of the season. We can have a little fun here.
STANDARD
Premium Chumbak Shopping bag, Handmade tags, Product-info stickers - these will follow a
set template informed by the Brand colours and motifs.
Collaterals / 39

4.6
SHOPPING BAGS
PREMIUM Download File SEASONAL Download File BEAUTY Download File GIFTING Download File
Shopping Bags / 40

4.6
OTHER COLLATERALS
APPAREL TAGS Download File APPAREL INFO TAGS Download File HANDMADE TAGS Download File BILLHOLDERS Download File
Needs to be at least 9 cm long and 6 cm wide to
accomodate the barcode.
In the dynamic illustrated icon, the hand holds the
device with which the product was embellished - brush
for handpainted, needle for handstiched, etc.
Other Collaterals / 41

Refer to the website : www.chumbak.com
PART FIVE
WEBSITE
Product Branding / 42

5.1
HOMEPAGE BANNERS
Should always contain a prominent Shop Now / Explore CTA button.
Shoot differently for mobile and desktop banners.
Photography should be done keeping a generous negative space at either side (or in the centre,
for mobile banners) for the placement of type-unit + CTA button.
In case of a Product-shot (versus a campaign-shot), spell out the product category title in
simple Display type (Brandon Grotesque, Upper Case, Kerning : 100).
In case of Campaign banners, make sure the type-unit, though not as basic as product-category
titles, is still clean & contemporary enough for it to not steal attention from the product.
The predominant background colour should be the same as or complementary to the other
banners on the Home Page.
Desktop : 1920px x 720px I Mobile : 400px x 350px
Homepage Banners / 43

5.2
CATEGORY BANNERS
FASHION & HOME :
As you can see, a dynamic text container listing their respective sub-categories appears on
top of these banners, hence - during photography, products should be arranged on the left of
the shot, allowing enough negative space for the featured-product box to come on the left.
Shoot differently for mobile and desktop banners.
Create enough variation in height amonsgt the products - use stands, if required.
Use no more than 4-5 products.
The predominant background colour should be the same as or complementary to the other
category banners.
Desktop : 600px x 400px I Mobile : 500px x 1100px
Category Banners / 44

5.3
OTHER CREATIVES
INFOCUS:
Depending on what categories the ecommerce team has decided to promote, source images for
3 infocus images sized 350px x 530px - vertically oriented lifestyle shots representative of that
category, and with a similar color palette to that of the other banners on the home page.
NEW ARRIVALS / TRENDING NOW:
Graphic / illustration-based artworks need to be created sized 620px x 310px based on the other
banners on the page - they could either use a stylised crop of the dominant photography, or use
the same medley of colours of motifs used on the homepage banners. The titles “New Arrivals”
and “Trending Now” need to be spelled out in Brandon Grotesque Bold, Upper Case, with 100pt
kerning, and be succeeded by a prominent Shop Now CTA button in the line below.
FANREEL BANNERS:
The text-container will be coded on top of the banner on desktops, or below on mobile screens -
so one needs to only design the image-collage - sized 1920px x 720px for desktop & 192px x 168px
for mobile. This image collage (which needn’t be contained in a straight rectangle - you could lit-
erally go out of the box) needs to contain the best and latest of our Fanreel Images - making sure
there is a good mix of home and fashion products.
Fanreel Desktop : 1920px x 720px
New Arrivals / Trending Now
1920px x 720px
Infocus
1920px x 720px
Fanreel Mobile
192px x 168px
Other Website Creatives / 45

5.4
CUSTOM PAGES
Diwali Gifting Page ‘18
Custom Pages are built for special occasions in collaboration with the eCommerce team. These
might include a gifting page revamp for Diwali or Christmas, a dedicated page for a Season
Collection launch, Travel by Chumbak page, or a major sale campaign.
The eCom team decides what should be the flow of the page - ie. the different sections in the
page and their sequence, the UI designer designs the layout of each section and the Graphic
Designer will then have to create artworks for each of the containers within.
Each custom page should be built around an underlying campaign theme / concept - which then
lays the foundation for the subsequent photoshoot and accompanying graphics for the page.
The graphic designer needs to ensure that all the different elements of the page come together
seamlessly - there should be consistency in the visual language employed for all deliverables -
they should share the same typographic style, color-palette and use images from the same /
similar photoshoot.
These are usually accompanied with corresponding Home Page banners, Social Media creatives,
and Facebook and Google ads.
AW18 Collection Page
Sale page
Custom Pages / 46

PART SIX
IN-STORE
COMMUNICATION
In-store Communication / 47

6.1
CATEGORY SIGNAGE
These are permanent fixtures on the store furniture calling out certain Product-families.
Their sizes will vary according to the docket provided by the VM company for each store.
They should follow the template shown here -
Written in Brandon Grotesk Bold font in Upper Case with 100px Kerning.
Usually rendered in two lines, centre aligned, with horizontal bars above and below.
Generous margin / padding around the type-unit.
View Sample Files
Category Signage / 48

6.2
INSTRUCTIONAL
SIGNAGE
We have minimal permanent instructional signage, as our seasonal Collection-talkers do the job
of announcing new Arrivals and Best-sellers.
They are rendered in our Brand colours (Beige or Mint, preferably, as fuschia is used for Sale
communication) and a combination of our Brand typeface Brandon Grotesque and Blanch.
They are usually implemented as standard A5 tent-cards and A5 Cash-counter talkers.
View Sample Files
Instructional Signage / 49
STORE POLICY
At Chumbak, if you haven’t fallen in love with our products, we have a
15-DAYS EXCHANGE POLICY for you!
PLEASE DEMAND A BILL FOR EVERY PURCHASE
1. Products can be exchanged within 15 days from the date of purchase.
2. Gift cards, discounted items, clearance items are not eligible for a refund or exchange.
3. At the time of exchange, original purchased products should be in proper saleable
condition, unused, unwashed and undamaged with the original packing and with its swing tags,
instructions and inserts intact and shall be accompanied with the original invoice. The store
reserves the right to decide whether the returned product has been used, damaged or washed.
4. Products purchased online i.e., from www.chumbak.com or from online partners of
Chumbak can only be exchanged online at the respective platforms. Products purchased at an
exclusive Chumbak store can only be exchanged at that exclusive Chumbak store.
5. Products are one-to-one exchange for same model / size / colour. If the item/s is out of
stock, you can choose an alternative product for exchange. If the alternative product to be
exchanged is of lower value, there will be no refund available for the difference and for higher
value exchange, the difference amount needs to be paid through card / cash.
6. Cash refund is not available.
7. Loyalty points can only be earned & cannot be redeemed during any discount / offer period.
8. Carry bags are chargeable.
9. Chumbak Design Pvt. Ltd. reserves the right to amend the terms of store policy
without any prior notice.
7. Ensure there are no cartons/shopping bags on floor during store operational hours.
VM BASICS
1. Ensure all tags are well hidden.
2. Ensure paper folding of all apparels.
3. Ensure replenishment of products sold on the floor.
4. Ensure all options are displayed on floor.
5. Apparels should be displayed in increasing order: XS – XL.
6. Mannequin styling should be done as per the guidelines.
8. Ensure table talkers are intact.
9. Ensure extra stock to be denied when GIT dispatch details are sent daily.
10. Ensure stock room is divided into sections and arranged by sizes.
11. Ensure cash counter is kept clean and well organized.
12. Ensure all apparels are steamed and side hangers are aligned equidistant from
each other.
13. Ensure scarves are well aligned according to similar height.
14. Ensure all shelves and fixtures are dust free.

6.3
HOOT HOOT SALE
Our EOSS property is called Hoot Hoot Sale - with a set visual identity and language.
Sale comunication needs to be clear and impactful, hence we’ve stayed away from visuals and worked
only with bold, yet friendly typography (a combination of Brandon Grotesque and Blanch) - and a
simple, playful pattern on the background made of our brand colours or classic Hot Pink (#D9335D).
The deliverables usually consist of :
A standee sized 24in x 36in, placed outside all stores.
Store window-vinyls, to be adapted to the different store-window sizes of all our stores:
Multiple Sale-talkers in varying sizes - could be Acrylic talkers sized 13cm x 13cm, A5 or A4 sized
talkers or Clip-holders sized 10in x 12in.
View Sample Files
STANDEE
ACRYLIC TALKERS
STANDEE HANGER TALKERS ACRYCLIC TALKERS
CLIP HOLDERS
A5 TALKERS
STORE WINDOW STORE WINDOW VINYL
- CMH ROAD : 42IN X 84IN
- COMMERCIAL STREET : 40.5IN X 90IN
- GARUDA MALL : 70IN X 76IN
- PROMENADE : 42IN X 84IN
- AMBIENCE : 92IN X 188IN
- CYBERHUB : 134IN X 115IN
- GALLERIA : 84IN X 160IN
- GK : 98IN X 179IN
- HAUS KHAS VILLAGE : 90IN X 100IN
- MALL OF INDIA : 94IN X 189IN
- KALA GHODA : 68.5IN X 37.5IN
- PHOENIX KURLA : 47.5IN X 100IN
Hoot Hoot Sale Communication / 50

6.4
COLLECTION LAUNCH
Whenever a new collection hits the stores, it needs to be presented with the accompanying
store-collaterals, infusing a certain buzz in the air when the customers walk in.
STANDEE / STORE WINDOWS
This will be the first introduction of the collection to the consumers, so make sure it’s representative
of the season and visually striking enough to draw in any passers-by.
STORE VISUALS
Using images from the latest photoshoot, one needs to craft store visuals in varying sizes
according to the store docket, containing the collection title.
IMAGE-BASED TALKERS
They are usually in the form of 13cm x 13cm sized Acrylic Hanger-talkers / A5-sized regular
talkers calling out our best-selling apparel / product from the season & their prices upfront.
TEXT-BASED TALKERS
Using elements from the most representative print of the season, create talkers in multiple sizes -
A4, A5, 22in Round Talker, etc using our Brand Typeface with liberal spacing around the type.
TRIAL-ROOM TALKERS
A composition of 3 A5 Vinyl prints - 2 photoshoot images + 1 concept-note for the collection.
View Sample Files
STANDEE / STORE WINDOW VINYL TRIAL ROOM FRAMES
STORE VISUALS - ADAPTED TO SIZES ACCORDING TO THE STORE DOCKET
IMAGE-BASED TALKERS TEXT-BASED TALKERS
Collection Communication / 51

6.5
LOOKBOOK STORE-
COLLATERALS
Apart from being uploaded online and featured on our Instagram Stories and posts, our Collection
Lookbooks are also adapted for the Store screen and as a printed handout to our customers.
PRINTED LOOKBOOK
Composed on an A3 in the form of a fold-out booklet, they need to include a small concept-note
on the collection, striking imagery from the product/apparel photoshoot, and a signature with our
list of stores. Mentioning prices is optional. View Sample file
They need to be placed strategically across the store, and put into every customer’s shopping bag
during billing.
STORE SCREEN
Slides from our online lookbook, as well as from recent product-photoshoots should be adapted
into 1920px x 1080px Jpeg files that loop constantly on the screen placed atop the cash counter.
It’s necassary to ensure that the store images are updated regularly.
Lookbook Store-Collaterals / 52

6.6
CAMPAIGN
COMMUNICATION
For any kind of seasonal / short-term marketing campaign (September games, Simplifying
Rakshabandhan, etc) - we need to translate the online bonhomie onto our stores.
STANDEES
Placed outside the store, these 24in x 36in artworks printed on MDF Boards try to veer customers in.
A4 TALKERS
Placed on black metal stands, they elaborate the terms of the current offer/campaign and create a
buzz around the store.
OTHER REGULAR TALKERS
They could be image-based talkers for Apparel, in the form of 13cm x 13cm Acrylic Hanger-talkers,
or text-based talkers in the form of A5-sized tent cards or 10in x 12in Clip-holders etc for any
campaign offers, placed strategically across the store.
View Sample Files
STANDEE A4-TALKERS ON BLACK METAL STANDS
IMAGE-BASED TALKERS TEXT-BASED TALKERS
Campaign Communication / 53

6.7
STORE VISUALS
We sink our teeth into the lush photoshoot preceding each collection and adapt the collection
images into a wide range of sizes (as per the docket provided by the VM Team), to be placed
around the store.
Use images from the latest photoshoot and make sure the clothes shown are available in stock.
Make sure you allow for a substantial negative space towards the top or bottom of the imag-
ery for the placement of the collection-title.
Place the type-unit denoting the title of the collection top / bottom and centre, ensuring that
it’s legible and can be spotted from a distance.
For Store-facade backlit banners, use a representative print that is vibrant enough to attract
attention but not so busy that our logo will get lost on top of it.
Store Visuals / 54

6.8
MALL MARKETING
Mall-marketing visuals need to created in a wide-range of sizes, depending on the locations the
Mall has agreed to provide.
BASIC GUIDELINES :
For really narrow banners, it’s best to use a combination of typography and our new owl-icon,
set in our brand colours and typeface - clean, legible and peppy.
For banners containing imagery, use the best images from our latest photoshoot, with enough
negative-space at the sides (landscape banners) or at the top/bottom (vertical banners) for
our Logo-text lockup to be placed.
Avoid using a separate container for the logo-text lockup as much as possible - but not at the
cost of legibility. Our logo should be visible from a distance - hence, in case an image is too
busy, better use a white-coloured, translucent container for the text, with sufficient padding
on all sides.
Pixellation of the image is unacceptable, as well as a lack of focus. Make sure the images are
of the highest resolution possible.
Mention the location of our stores prominently. In terms of visual heirarchy, it should be :
Image > Logo Lockup > Store Location
Mall Marketing / 55

PART SEVEN
PHOTOGRAPHY
GUIDELINES
Photography Guidelines / 56

7.1
MOOD OF
PHOTOGRAPHY
The mood of our photography also has to reflect our Brand ethos - cheerful, warm, relatable,
agreeable, but always served with a side of twist.
Go for lifestyle imagery as far as possible - show the product in its natural surroundings, not a
rigid, studio-like atmosphere. The space should feel lived-in. The setup shouldn’t feel staged.
Ensure lots of light in the shot - the image should appear bright and welcoming. Nothing about
Chumbak says dark and sombre.
Pick an overarching theme/concept for every shoot (whether Fashion or Home) and stick to it
throughout - and ensure that the accompanying graphics also sing the same tune. The whole
setup - from the choice of model to the choice of typography, from the choice of outfit to the
choice of caption - should fit together into one lovely, cohesive piece.
We are a brand for the masses, not a high-fashion label. Our getup should not seem intimidating
or too radical for the common man - you’re aiming for a mixture of relatability and aspiration, not
envy and incomprehension.
And as for any retail brand photography - images should be of high quality, no shakiness/blurri-
ness and the product should be in focus, in stock and in perfect condition (no creases/blemishes).
Mood of Photography / 57

Our photography should laugh with you. Our photography should not laugh at you.
Overarching Photography Guidelines / 58

Our photography should be relatable. Our photography should not be exclusive.
Overarching Photography Guidelines / 59

Our photography should be creative. Our photography should not be commonplace.
Overarching Photography Guidelines / 60

Our photography should be uplifting. Our photography should not be soothing.
Overarching Photography Guidelines / 61

Our photography should be affably quirky. Our photography should not be adorably cutesy.
Overarching Photography Guidelines / 62

Our photography should be colourful with class. Our photography should not be noisy and flashy.
Overarching Photography Guidelines / 63

Our photography should focus on 2-3
products in a shot - we’re an accent brand.
Our photography should not crowd the frame with
too many of our products.
Overarching Photography Guidelines / 64

7.2
FASHION
POTOGRAPHY
MODEL :
(elaborated on Page 66-67) Self-assured, beautiful models that can deliver a wide range of
expressions and bring a certain energy to even their static poses. An Indian-looking, pleasing face
who you could imagine running into at a party - not overtly sensuous, but not too vanilla either.
LOCATIONS :
We’re moving more and more into lifestyle imagery - lived-in, real-life locations, preferably
outdoors rather than a staged, studio-setup. We want to make Chumbak seem like it could be a
part of your everyday life, and add a zing to it whenever summoned. But ensure the places are not
too grungy, dimly-lit, or palpably dirty - we want to be real, but not uncomfortably real.
THE SHOT:
Likewise, the model’s actions shouldn’t be in-your-face, deliberately posey. The model should
look avidly comfortable in her skin - whether she’s laughing or contemplative - easy body
language, eyes never looking directly into the camera, no shred of self-concsiousness.
The shot should appear dynamic, it’s as if we literally caught her mid-motion.
Remember that it’s an apparel shot after all - hence the outfit should be clearly visible, in
focus, and in tip-top condition with no creasing.
Fashion Photography / 65

7.3
MODEL CHECKLIST
Indian-looking / Ethincally ambiguous.
Fun, playful, spontaneous.
Comfortable in her own skin, self-assured.
Relatable, approachable, someone you could
imagine running into at a party.
Idiosyncratic, your typical girl next door but
with a twist.
A Chumbak Model should be :
Chumbak Model Checklist Dos / 66

7.3
MODEL CHECKLIST
Overtly sexy.
Aloof, intimidating, icy, a typical high-fashion model.
Childish, silly, reminds you of an annoying teenager.
Very obviously posing, looking straight into the camera,
self-conscious.
Dull, unassuming, bland, boring.
A Chumbak Model should not be :
Chumbak Model Checklist Don’ts / 67

X
7.3
FASHION CATALOG
PHOTOGRAPHY
CATALOG RATIO - 1:1.5
BACKGROUND COLOUR - White
SUGGESTED ANGLES - Front, back, 3/4th, side, top, bottom, inside, close-up of print /
texture, one in use/to show scale.
Quality of the images is non-negotiable here. The product should be in focus and in perfect
condition - not a thread out of place. We should showcase the texture of the material and the
details of the print / technique as vividly as possible and from as many angles as possible.
Show a wide range of poses, not generic, bland ones. Have the model skip and laugh and sway
and slump - as free and expansive as possible - we need to showcase the comfort and
wearability of our garments.
Fashion Catalog Photography / 68

7.4
HOME DECOR
PHOTOGRAPHY
The primary feeling running through all our home photography should be one of warmth.
You’re probably not going to bedeck your entire house with Chumbak, but you can create a
cosy little Chumbak corner in your house, where you can retire to after a long, stressful day.
Again, the setups should feel real and organic, and not constructed in a studio. Show the
products in what could seem like their natural habitats.
Use a generous amount of props - products alone will make the shot fall flat. Be creative with
them too- we’ve featured everything from a steaming cup of tea to a live puppy to a painted
yellow strawberry to a pin-wheel.
Take care not to crowd the frame with too many of our products (since our prints are all visu-
ally dramatic) - and pair them with ample plain, complementary colours (a plain, red couch
for our Bohemian Cushions, for example).
Historically, for home photography, deep, rich colours have worked for us in the background -
wine red, indigo, olive, bottle-green etc. They make our products stand out.
Home Decor Photography / 69

7.5
INSTAGRAM POSTS
We are very proud of our Instagram feed - over the years, we’ve crafted a legitimately great-
looking assembly of posts on a vast range of topics from food and travel to music and fashion -
each post a breathtaking image that sparks conversations amongst our over 150K followers.
REGULARITY :
We post at least 1-2 posts everyday - never slacken. Posts are planned beforehand and one should
always keep spare photographs handy in case of the occasional dry news-spell.
CONTENT :
We’ve ensured that our feed is not dominated by our product shots - this is for Chumbak the brand
and not Chumbak the business. Our posts are either in tandem with the current Marketing campaign
or mark special occasions (festivals, World events, etc), use photographs of a multitude of subjects
such as food, travel, pets, etc (under our standardised hashtags such as #Mondaymotivation,
#Guessthecaption, #lovefordesign, etc), feature our biggest Instagram influencer - Hugo, include
images of our stores or regularly feature contributions from our users for Fanreel.
WHAT NOT TO PUT :
Images with any text on them- it makes them look like ads which people easily dismiss.
Campaign announcements, guidelines, spontaneous phone-videos - these are only for stories.
Products that are out of stock, or products that are worn down, creased or crushed.
For store images, make sure the setup is clean and product tags are not visible.
Instagram Posts / 70

7.6
WHAT DOESN’T WORK
FOR CHUMBAK
We can’t belittle the challenge it is to shoot for a brand like Chumbak - one that straddles vastly
different verticals and product categories from Watches to Bathrugs to Perfume to Panties and
sits in that narrow space between niche and mainstream - but even if we are a little fuzzy around
the idea of what is Chumbak, we should be 100% sure of what is NOT chumbak :
Badass, Brazen, Rebellious poses. We’re eccentric, but we’re still agreeable.
Talking down to our customers - we are not an indimidating, high-fashion label - we are a
relatable brand that’s just asking you to step up your style.
Self-concsiously silly, cutesy, childish - it’s very easy to cast Chumbak as too girly or frivo-
lous, so we need to take extra care not to cross that line.
Dull, Commonplace, Colourless - we should always be noticed, wherever we go.
Of poor quality - Poorly lit or composed, with the product in bad condition or not in focus.
What doesn’t work for Chumbak / 71

PART EIGHT
WHERE CAN THE
BRAND ROAM FREE?
Where can the brand roam free? / 72

8.1
CAPSULE CAMPAIGNS
Pick a unifying theme / visual language - and run with it. It could be one of our old illustrations
that is apt for the campaign, or a set of photographs shot/picked for the event - decide the
prime visual, layout, typography and tone of voice, and then translate it onto the following set of
collaterals, making sure our Brand-Partner Logo lockup / Logo is prominent and clear across all :
PRINT :
1-2 Standees : 24in x 36in - View Sample
Questionnaire + Voucher : 17.2cm x 23cm - View Sample
Tent Cards / Table-Talkers : A5 - View Sample
Lookbooks : A3 foldout - View Sample
DIGITAL :
1-3 Instagram Stories : 1080px x 1920px - View Sample
Facebook post : 720px x 437px - View Sample
Events High Post : 600px x 800px - View Sample
e-Invite : 500px width - View Sample
Newsletter : 500px width - View Sample
LOOKBOOK FOLDOUT
TABLE TALKERS VOUCHER E-INVITE
THANK YOU NOTE
Collaterals
for
AW18
Launch
Event
NAME TAGS STANDEE 2
STANDEE 1
STORY 1 STORY 2
Capsule Campaigns / 73

8.2
INSTAGRAM STORIES
We’ve heartily embraced the worldwide movement towards Instagram Stories for traction. The
medium demands our stories to not look too manufactured - hence, one can really have some
fun here, with candid boomerangs, spontaneous live-videos, fun insta-polls and what not.
However, for stories announcing our campaigns / contests, keep the following things in mind :
For every campaign announcement, create a set of 2-3 stories with
- the Campaign Title in the first story, and
- the Venue / Date / Time on the second, and
- Additional information (guidelines, partners for the event, etc) on the third.
Don’t crowd the frame with too much text and make sure the copy is readable and succinct.
Make sure they look attractive enough for a viewer to stick to the end.
Store-opening announcements Fanreel Posts Contests / Campaigns
Event-livestreaming Event-announcements Blogger-collaborations
Instagram Stories / 74

8.3
NEWSLETTERS
Newletters pose a simple graphic design challenge / opportunity everyday - and in a brand like
Chumbak, we can afford to have fun with it. Most people ignore brand newletters - hence, you
should do all it takes to get them to sit up and take notice.
With the width restricted to 500px and height variable, a newsletter contains:
THE IMAGE:
Choose a striking, clear shot of the product with sufficient negative space on top.
THE SLOGAN UNIT:
This is your playground. After the copywriter has come up with the perfect 2-3 word slogan for the
product, you can render it in whichever typographic style that suits the image & slogan the best :
Take care to use well-designed fonts and not use more than 2 at any point.
Place the unit top and centre, with sufficient margins on all sides.
Keep the colour of the type unit white, preferably.
ONE-LINER + CTA BUTTON :
A simple caption for the product, laid in Brandon Grotesk Medium Title Case, followed by a
prominent Shop Now CTA button, centre-aligned and placed at the bottom of the image.
Keep an eye on the data collected for the viewing and conversion rate of newsletters
sent out, and incorporate that information into the design of the next newsletter.
Newsletters / 75

8.4
LOOKBOOKS
Apart from the broader constraint of making sure it goes along with our Brand values - Lookbooks
(Collection Lookbooks, Festive Lookbooks, Home Edits, YouXChumbak, etc) are where one has
the maximum amount of freedom and fun.
We can experiemnt with other flows, but the one currently being used at Chumbak is that of a
series of successive 10-15 Slides, each showcasing one outfit / product along with a small writeup,
if need be, with a prominent Shop Now CTA button - clicking on which opens up a lightbox with
the individual products tagged for purchase.
Images are shortlisted from the preceding photoshoot not only based on how good they look, but
also depending upon the visibility and availability of the product showcased, and one can start
concocting a sumptuous lookbook out of them - tied together with the appropriate title and copy.
Desktop Slides : 1920px x 1080px
Mobile Slides : 640px x 1260px
Should Include a Cover image and a Conclusion image.
Accompanying Homepage Banners for Desktop (1920px x 720px) and Mobile (400px x 350px)
Print Lookbook - A3 Foldout
AW18 Lookbook YouXChumbak Kolkata Edition
SS18 Lookbook Color Pop Lookbook
Lookbooks / 76

8.5
STORE WINDOWS
While the rest of the creatives rests in the realm of design - this is definitely art.
Every new collection or major campaign needs to greet the world with a visually explosive store-
window design. It could be a striking vinyl print on the store windows, a 2.5D/3D installation right
behind the window or a full-fledged artpiece outside on the patio. The only contraints are:
Whether it fits into the theme of the campaign - remember, it’s the campaign’s first face
forward for any passersby.
Whether it’s feasible / doable in the given timeline. Do we have enough space in the store?
Does it block out important products? Does one have the appropriate apparatus (j-hooks,
stands, etc) to pull this off? etc.
Whether it’s within the budget.
VINYL CUTOUT WITH BACKGROUND BOARD 2.5D INSTALLATION IN 3 LAYERS
SIMPLE VINYL CHART ON WINDOW VINYL CUTOUT ON WINDOW
Store Windows / 77

8.6
USING ILLUSTRATION
IN MARKETING
COLLATERALS
We have a treasure-trove of illustrations of just about everything under the sun - animals, food,
floura-fauna, relationships, monuments, Indian artefacts and Indian obsessions, hand-lettered
quotes, daily objects from bartan to scooters, landscapes from marshes to circuses, etc. Apart from
a few evergreen illustrations, and the fairly recent ones, most of them have gone on products that
have long fallen out of circulation - and public memory.
The rate at which marketing collaterals are churned out at Chumbak - it’s hard to keep shooting
anew or coming up with a primary artwork from scratch - and let’s face it, few can match up to the
visual grandeur or the instant likeability of our illustrations.
Hence, I would strongly recommend any graphic designer to scour the server for any relevant
illustrations (Food-mat illustrations for food-related events, Friendship-Day mug illustration for a
Friendship Day campaign, for example) and adapt them into a hell of a creative.
You can view an evolving directory of old illustrations, arranged theme-wise here.
Using Illustration in Marketing / 78

PART NINE
EDITORIAL
GUIDELINES
Editorial Guidelines / 79

9.1
COMMUNICATION
MANIFESTO
After an exhaustive research done over 6-8 months last year with an external consultant involving
Brand Workshops with consumers & employees, review of all past Chumbak communication, and
protracted discussions with stakeholders, we arrived at 3 Pillars for Chumbak’s tone of voice:
WIT
WARMTH
EXTRA MILE DESIGN
From now on, every form of text communication we send out to the world, should check at least
2/3 boxes for it to be a Chumbak brand form of communication.
They will be elaborated respectively in the following pages - but do have a look at the Brand Voice
Document to get a closer grasp of the Dos & Don’ts.
Wit
Warmth
Extra Mile
Design
Communication Manifesto / 80

WIT
Noun
The capacity for inventive thought and quick understanding; keen
intelligence/ a natural aptitude for using words and ideas in a quick
and inventive way to create humour.
EXAMPLE OF WHAT WORKS :
CHUMBAK WIT NOT CHUMBAK WIT
Product : Gas Magnet & Wandermust Magnet
Why do they work?
They nostalgic references/ grounded in
Indian context/ relatable language/ funny/ not
offensive/ does not take more than a few
seconds to get the humor.
Instagram Post :
“We have a 'Juicy' recipe for Day 23 of @inktober.”
Why does it work?
“Worldy” (using different ways to say tomato)
without being snobby or offensive, great
illustration.
A clever joke that at least 70% of our
audience would understand.
Something super eclectic, ahead of its
time, too trendy.
Wit that does not offend. Political jokes, racist comments/anything
that targets a minority group (ie. The Fat
Jewish on Instagram would be too much)
Quick: something instant, that sounds like
it could come up in everyday banter.
Nothing that takes more than a couple of
seconds to ‘get’ – i.e no elaborate jokes.
Pun-ny – but not overly so. Trendy language used without reason.
Unique – cant find it anywhere else. The same joke everyone is making.
India in Mind: wit that is grounded within a
contemporary Indian context, one familiar
to a global/Indian traveling audience.
Nostalgic references (as seen in classic
Chumbak) that someone who is 30ish
would relate to (not older than this).
Overtly ‘western’ references, references
that only make sense to an upper class
audience.
Wit / 81

WARMTH
Noun
The Danish concept of ‘Hygge’ - a quality of
cosiness & comfortable conviviality that engenders
a feelingof contentment or well-being. Enjoying
life's simple pleasures. Friends. Family. Gratitude.
EXAMPLE OF WHAT WORKS :
CHUMBAK WARMTH NOT CHUMBAK WARMTH
Blog Post 6/04/2016 Excerpt :
Music festival scenes: While few of us may ever get
to experience Coachella... To your super-cool work-
place: Some of us are lucky enough to work for a
company that doesn't force you to dress super formal
(hint: we are too :P Also, poor lawyers.)
Why does it work?
There is clearly a lot of humility in this post ,
which is what it makes it warm.
Instagram Post :
‘Found’ for Day 30 of @inktober
Why does it work?
Aside from the text being very cute, the hand-
drawn illustration also adds a ‘homely’ feel. This
post is clearly written by someone who loves
dogs, and the reader can assume he/she knows
them well/has grown up with them.
Sincerity – i.e a cause we actually care
about.
Supporting a cause just because.
Showing love for our fans. Showing love for anyone, not being
specific.
Humility – not assuming things. TOO much humility/ accessibility.
Memorable ideas/statements. Being steeped in nostalgia.
Warmth / 82

EMD
Extra Mile Design
Design that goes a step further than required - like the kind of extra
love your mom would put in to something for you, just because. The
“something extra” is in our intent, not necassarily in our visual output.
EXAMPLE OF WHAT WORKS :
CHUMBAK EMD NOT CHUMBAK EMD
Product : Baa Round Wallet
Why does it work?
Surface design is technically advanced/
complex.
Instagram Posts : 36 days of type series
Why does it work?
It shows that we consider ourselves a part of a
bigger global design community.
Design done thoughtfully. Full on bling/ overly designed objects.
Elaborating on process when we speak
about design (social media, print).
Giving away our process, or boasting.
Print as USP. Surface Layer as USP (embellishment).
Doing that thing no one else would do,
just because (an extra button just in case,
an extra border just because it adds that
snazz to the cool border that already
exists).
Stopping short on design – stopping at
the MVP stage. Releasing it to the
market knowing it’s doable, not delightful.
Extra Mile Design / 83

9.4
THE EMD BLOG
We decided to overhaul the Chumbak blog and have it refashioned as an ode to our Brand
philosophy of Extra-Mile Design. The Chumbak Blog had, over the years, become thinly disguised
writeups to sell Chumbak products and unsurprisingly wasn’t engaging any readers.
We decided to shift the focus back to the design arm of the brand, and not only redesigned the
architecture and appearance of the blog, but also the type of content and the style of writing. It
was rechristened as ‘Extra Mile Design’, which was divided into the following sections :
CHUMBAK STUDIO
This would comprise of posts that detail life at the Chumbak office, people profiles, and most im-
portantly, the process behind a particular artwork or collection.
CHUMBAK COLLABS
We’ve always sought partnerships with brands that speak to the same audience as we do and this
section of the blog will describe the Behind-the-scenes stories and the end results of those part-
nerships - for instance, the post on our collaboration with Apple Music.
CHUMBAK FINDS
This section contains long-form, well-researched, well-written pieces on people / entrepreneurs
around Bangalore who we believe go the Extra Mile when it comes to their work.
FLY ON THE WALL
This is a loosely-structured gallery which is populated with random, spontaneous, candid pictures
of life at the Chumbak studio - it really is Chumbak through the eyes of a fly on the wall.
Blog Home Page
Blog Category Page
Blog Post Page
The Extra Mile Design Blog / 84

PART TEN
MISCELLANEOUS
Miscellaneous / 84

10.1
LETTERHEAD
This is the redesigned letterhead - any official communication should be conveyed in this format.
Download File
Letterhead / 85
Chumbak Design Pvt Ltd
#520, CMH Road, 1st Stage, Indiranagar
Bangalore 560038 I Toll Free 1800-4-201-200
VISIT OUR STORES
Bangalore | Chandigarh | Chennai | Goa | Gurugram | Hyderabad | Jaipur | Kochi | Kolkata | Mumbai | New Delhi | Noida | Pune | www.chumbak.com

10.2
VISITING CARDS
Nothing is more representative of our brand than our very own illustrations. Every year, one
should pick the 5-6 best illustrations from our recent print library, adapt it to the 5.4cm x 9cm
visiting card template provided here, and keep the text on the back clean and crisp.
Download the following files as per requirement:
Visting Cards for Vivek Prabhakar - 2018-19 edition (5 artworks each)
Visting Cards for Shubhra Chadda - 2018-19 edition (5 artworks each)
Visiting Cards for new employee - 2018-19 edition (2 artworks each)
(Replace their Name, Designation, Phone-number and Email-ID accordingly)
5 ARTWORKS CHOSEN FOR THE BACK
FRONT DESIGN 1 FRONT DESIGN 1
Visiting Cards / 86

10.3
EMPLOYEE IDS
Replace the Name, Employee-ID, Emergency Contact and Blood group in the template file shown
here and you are good to go.
2.6in x 3.6in I Download Template
Employee ID / 87
VIVEK PRABHAKAR
ABC-1234
Bloodgroup : A+
Emergency Contact : +91 8861192641
Authorised Signatory
CHUMBAK DESIGN PVT LTD
.
#520, CMH Road, 1st Stage, Indiranagar
Bangalore 560038
Toll Free : 1800-4-201-200
help@chumbak.in | www.chumbak.com

10.4
PRESENTATION TEMPLATES
SECTION HEADING Download File SINGLE IMAGE + TEXT Download File IMAGE GRID + TEXT Download File IMAGE COLLAGE + TEXT Download File
CATEGORY PAGE Download File QUICK STATS Download File PROCESS / TIMELINE Download File IMAGE AS BACKGROUND Download File
Presentation Templates / 88

10.5
CHUMBAK CHAMPS’ CERTIFICATES
Epic Champs - Category A
View Sample
Epic Champs - Category A
View Sample
Premier League Champ
View Sample
Highest Bill Champ
View Sample
Quarterly Epic Store (Cat. A, B & C)
View Samples
Chumbak Champs’ Certificates / 89

10.6
REPEATING PROPERTIES
YOUXCHUMBAK View Sample View Sample View Sample View Sample
View Sample View Sample View Sample View Sample
BREAK THE BLUES 25 SEC CHALLENGE HOOT HOOT SALE
SEPTEMBER GAMES BEHIND THE SCENES TRAVEL BY CHUMBAK CHUMBAK X SOFAR
Repeating Properties / 90

10.7
IMPORTANT PRESENTATIONS
INTERNATIONAL EXPANSION
View View View View
SHRISHTI COURSE OGILVY BRAND DOCUMENT BRAND POSITIONING
MARKET RESEARCH FOR INVESTORS MARKETING LESSONS BRAND VOICE
View View View View
Important Presentations / 91

View
View
View View View
GIFTING CATALOGUE
10.7
IMPORTANT PRESENTATIONS
FOR PARTNERS NEW OWL + LANGUAGE PRODUCT BRANDING
FOR MALLS
Important Presentations / 92

00
IN CONCLUSION
Chumbak is an ever-changing, ever-evolving, dynamic visual behemoth - and we pride ourselves
on our dynamism. We don’t colour within the lines, we like to surprise ourselves constantly and
for better or worse, we tend to get bored easily - and hence, we don’t wait till it’s broken to fix it.
Add to that the multiple product verticles we straddle, the hundreds of product categories we
sell under our roof and the varied channels , offline and online, we operate in - and you have a
beast that’s difficult to tame with a broad 100-page rulebook.
It’s a crucial juncture in our timeline today. We are going to reach out to more people than we
ever did before, we are going bigger than ever before. Many people are going to see Chumbak
for the first time, or the ones that already did will probably see it more often than they used to -
and it’s vital that we’re sure of what we’re going to show them. That we come across as a brand
that’s confident about chewing what it’s bitten off, a brand that knows what it is and what its
doing. The burst of spontaneity and colour and madness is still preserved in our prints - but it’s
supported by a structure that’s robust, clear and self-assured.
These Brand Guidelines for the year 2019-20 are not hard-bound rules - they are still flexible
enough for the inevitable hazy briefs and tight deadlines that we face here at Chumbak - but
they’re a step forward in the direction of efficiency, consistency and salience.
Brand guidelines will take care of the fluff - while you go out and do the real important stuff :)
In Conclusion / 93

THANK YOU.