Chumbak changes logo as part of larger shift in brand positioning

Chumbak, the design-led lifestyle brand, has unveiled its new logo with a digital release as part of a larger shift in its positioning. The new logo reaffirms Chumbak’s positioning as a lifestyle brand.

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Vivek Prabhakar, Co-Founder of Chumbak, said, “When we launched Chumbak 10 years ago, the logo was designed to reflect the quirky, young brand positioning. At the time, the logo enabled us to stand out in a serious retail landscape. It worked perfectly with the initial product range, which was India-inspired. Over the years, we’ve not only expanded our product range but also presented an evolved, globally relevant design language. The new logo represents and establishes that shift.”

Vasant Nangia, CEO of Chumbak, said, “In the last 10 years, Chumbak has successfully diversified its product portfolio and scaled it to appeal to audiences across the country. The new brand identity reflects our mission to be an evolved and globally relevant, design-led lifestyle brand.”

Designed to work effortlessly across the brand’s digital and physical channels, the new logo uses a simple serif typography that mirrors the brand pillars of wit, warmth and authenticity. It brings to the forefront the Chumbak owl that is known by its consumers and community. The design was developed with the in-house brand team and Delhi-based design consultancy, Bull Design. The logo will be rolled out across brand touchpoints in the months to come.

Chumbak was founded in 2010 by Shubhra Chadha and Vivek Prabhakar with the idea of designing fun souvenirs and collectibles inspired by India. Since then, Chumbak has grown into a design-led lifestyle brand, creating joyful products in categories across home décor, fashion, accessories and personal care.

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