Chugli
Chugli means gossip. It means hanging around, talking about nothing important, and somehow feeling completely at home. That's the feeling I wanted to bottle. The brand is built around traditional shaved ice dessert syrups, regional flavours that carry a memory, reimagined as drinks, something to sip and tell a story over. Chugli received a Highly Commended recognition at the Bulletproof 100Proof Design Competition. Quietly proud of this one.
Year
2024
Scope
Branding and Packaging Design
Client
Concept Project
Duration
1 month
Insight
People often don't gather because of a drink; they gather because of the conversations that happen around it. In Indian culture, whether it's chai, sharbat, or gola, the beverage is usually just an excuse to sit together, share stories, exchange gossip, and create memories. The emotional value lies in the interaction, not the product itself. Chugli taps into this familiar social behaviour by celebrating the culture of conversation and connection.
Thought Process
Traditional Indian flavours such as Aam Panna, Jamun, Gulab, and Nimbu Mirchi already carry strong nostalgic associations. Instead of positioning Chugli as just another beverage brand focused on taste or refreshment, the concept shifts the focus towards the moments these flavours remind people of summer holidays, local fairs, family gatherings, and casual gossip sessions with friends. The name "Chugli" naturally reinforces this idea by evoking stories, secrets, and playful conversations.
Solution
Chugli is designed as a conversation-driven beverage brand that uses nostalgic Indian flavours as a gateway to social connection. Through vibrant vernacular-inspired visuals, playful messaging, and culturally familiar references, the brand transforms a simple drink into a catalyst for conversations. Rather than selling a beverage, Chugli sells the feeling of sitting together, sharing stories, and making memories, making it the perfect companion for every gossip session
