CHIKA ... a coffee collective
Strategic Positioning | Social | Branding/Packaging
Chika Cafe had all the right elements in place, but something wasn't quite clicking.
It lacked a loyal local following, and needed to cement its place as the go-to neighborhood spot for a snack, meal, or a quick coffee. It needed a clear voice, a distinct offering, and memorable brand recall. That's where we came in.
“We’re doing many things, but it’s not adding up.” Chika needed clarity in its messaging, reach, and brand appeal. The strategy had to do three things:
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Choose a hero to lead the narrative.
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Refine the online presence.
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Push hard on brand visibility.
We found our answer in the
very origin of Chika Cafe: Filter Coffee.
Named after Chikkamagaluru in Karnataka, Chika Cafe began with a mission to showcase the depth & versatility of specialty Indian coffee.
Brief
The Work
A Hero Is Chosen: Filter Coffee
Chika’s filter coffee already had a niche fan following. We simply thrust it into the spotlight, for all to see.
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Positioning: The best filter coffee outside your home.
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Offering: Hot and cold filter coffee combos at irresistible prices.
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Extension: Launched decoction bottles for take-home convenience.
Brand, Packaging & Curb Appeal
We gave Chika’s visual language a subtle yet sharp facelift:
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Packaging was refreshed to echo modern Indian warmth.
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Clean, elegant and colors that popped on shelves and stayed in minds.
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The result? Better brand curb appeal, enhanced brand recall, clarity in brand positioning.
Seasonal Campaigns
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Summer Coolers + Mango Specials
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All-Day Breakfast combos that kept the footfall steady beyond morning hours.
Coffee & Curiosity: IRL Activation
For coffee enthusiasts, we hosted an intimate experience:
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A casual but curated tasting + brewing session.
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Educational, engaging, and brand-building.
The Problem We Solved
Chika had too many talking points. We gave it focus & clarity. By making coffee the hero and designing everything else to compliment this positioning, it went from being just another good cafe to the neighbourhood cafe for coffee, backed by strong delivery and clearer branding.
The Outcome
Improved brand recognition in a 3km radius.
Higher delivery traction on delivery platforms.
The Takeaway
Sometimes all a brand needs is focus. All Chika needed was a touch of reinvention — a strong narrative, enhanced curb appeal, and a campaign that brought it all together.