Cha Cha Noi
Branding & Identity

Cha Cha Noi is a comprehensive self-care brand that honors Thailand's beauty, biodiversity, and self-care traditions. Combining traditional Thai ingredients like silkworm cocoons with innovative technology offers premium face, body, and self-care products designed to nourish the soul and the senses. The name "Cha Cha Noi" translates to "slow down" in Thai, reflecting the brand's philosophy. The client emphasized the importance of a logo that conveys the luxury and simplicity of a self-care routine, encouraging us to pause in our fast-paced lives.

The primary logo will be the brand's main visual identity. It features a logotype consisting of three words displayed in the Fahkwang typeface, styled in book-format characters. This logo blends seamlessly into the world of luxury skincare and cosmetics while honoring the brand’s heritage and subtle richness. It’s essential to maintain the logo’s integrity by adhering to the specified scale, spacing, and orientation of the letters and words. This logo should serve as the foremost representation of the brand, prominently featured on packaging, products, introductory materials, business cards, website headers, banners, and main displays.

The secondary logo offers a playful and modern visual representation of the brand. It features a logotype with the three words arranged vertically and interconnected at various points, symbolizing energy and youthful movement while maintaining elements of tranquility.

It also serves as a quick and playful reference to the brand. This logo can be used as a secondary option once the primary logo has been established or in situations where horizontal spacing for the primary logo isn't feasible. Additionally, it’s suitable for smaller applications like profile icons and seals.

The logo symbol serves as the smallest reference for the brand. It features a horizontal logotype or monogram derived from the secondary logo, designed to evoke movement in a unique yet recognizable manner. This symbol should be used sparingly, primarily for internal purposes or for audiences already familiar with the brand. It is also suitable for smaller applications like stamps and authenticity marks.

The primary color palette will serve as the core representation of the brand identity. This palette embodies the essence of self-care through soothing and focused hues, drawing inspiration from the themes of sunrises and sunsets. Color usage should adhere to the established hierarchy, with indigo as the primary color and lavender and raspberry as secondary colors. Neutral tones, represented by off-white and off-black, provide alternatives to standard white and black, complementing the soft color palette and enhancing readability.

Accompanying the color swatches are various ombre styles that capture the beautiful interplay of nature’s light, a key focus for the client. These styles evoke a sense of routine during morning and evening moments when we pause to care for ourselves. They can be utilized across products, packaging, and web applications.

These alternative colors are more playful and can be used for smaller elements within the brand, such as promotions or marketing materials (posters, flyers, website promotions, photography, etc.). They are designed to complement, rather than overuse, the primary palette, helping to differentiate the product from its promotional context. The vibrant colors suggest that we are targeting a younger audience—those with busy daily lives seeking a product that encourages them to take a moment to slow down and recognize their worth. Offering these color options also provides flexibility for various design details in our deliverables.

Fahkwang is a high-contrast Thai and Latin sans serif typeface created by Cadson Demak, the first Thai communication design firm. Drawing inspiration from headlines in vintage Thai newspapers, this modern typeface retains a contemporary feel while incorporating cultural elements from its origins. It is intended primarily for display purposes.

Lato is a sans serif typeface family created by Warsaw-based designer Łukasz Dziedzic in the summer of 2010 (with "Lato" meaning "Summer" in Polish). Initially designed as a corporate font for a major client, the project shifted stylistically, allowing the typeface family to be released to the public.

He employed classical proportions to imbue the letterforms with a sense of harmony and elegance. The semi-rounded details lend Lato a warm feel, while its robust structure conveys stability and seriousness. This typeface is suitable for body text, website content, and print applications.