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.
Target Audiences
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.
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