The Chaat Company

Content strategy, information architecture and web design for an on-the-go Indian snack company.

 

About

Chaat is a revolutionary snack company trying to redefine “snack-time”. They partnered with an external Marketing company to help them build their brand and come up with a visual language. They came to Moment so we could help them define how they were telling their story on their site.

 

Definition

During our kick-off meeting with Chaat’s Co-Founders, we were able to define the core audiences, helping us identify the best solution when putting together the content strategy for the site.

 
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Target Audiences

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EARLY ADOPTERS

Urban people, mainly Indian Americans with an understanding of what Chaat is, and how this company can turn an Indian dish into an easy snack.

RETAILERS & DISTRIBUTERS

Traditional/ chain grocery stores, small and niche natural grocery stores, and grab-and-go coolers.

INVESTORS

Existing CPGs (consumer product goods), Food VCs (venture capitals), and Individuals.

PRESS

Food press, entrepreneur press, and local NYC press.

Content Strategy

After defining the key audiences, Moment explored different ways in which we could tell the story. We knew generally we wanted the site to…

 

DIFFERENTIATE

Help users identify the key differentiators between this product and other grab-and-go products out in the Market.

INFORM

Let users know what this product is and identify all the different flavors this product comes in.

EXPAND

Identify the different ways in which this product could grow and extend into different sectors in the market.

CONNECT

Tell the story of how the Co-Founders came up with the idea of Chaat, helping build a connection with users

Initial Design

Content Organization + Ideation

After identifying all of the different content buckets, we took a pass in coming up with different content strategy variations.

 

Refined Ideation + Visual Design

 

After reviewing with our stakeholders we landed on a final content strategy for the organization of information on the site.

Once we had a content direction we went straight into visual design, as we had a general idea of what their brand language was all about. The biggest challenge was adapting the brand’s visual language into a digital visual system.

 
 
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Final Design

We then partnered with an external development partner (Steven Bennett) to build the site. Check out the final design and full site below!

 
 

The Chaat Company / Moment Design

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