Cha Cha Noi
Branding & Identity

Cha Cha Noi is an end-to-end self-care brand that celebrates the beauty, biodiversity, and self-care culture of Thailand. With a blend of traditional Thai ingredients such as silkworm cocoons, and cutting-edge technology, it creates a best-in-class face, body, and self-care products that nourish your soul and senses.

The phrase Cha Cha Noi derives from the Thailand translation of slow down. It was important to the client that we create a logo identity that evoked the luxury and simplicity of a self-care routine so that we slow down our fast-paced lives and take the time to care for ourselves.

The primary logo will serve as the main visual representation of the brand. It is a logotype composed of three words spelled out in book-style characters for the typeface Fahkwang. The logo is assimilated into mainstream luxury skincare and cosmetic branding while representing the brand’s heritage and subtle richness. The integrity of the logo should always be preserved by only using this scale, spacing, and orientation of the letters and words.

The primary logo should be used as the initial visualization of the brand. It should be used as the strongest mark on packaging and products, lead introductions, business cards, website headers, banners, and main displays.

The secondary logo can serve as another visual representation of
the brand in a playful and contemporary way. It is a logotype composed of the three words stacked vertically and connected in areas to portray energy and youthful movement while preserving nodes of tranquility.

It can also be a quick and playful reference to the brand. This can be used as a second reference after the primary log has already been implemented, or where appropriate horizontal spacing cannot be achieved for the primary logo. It can also be used in smaller spaces such as profile icons and seals.

The logo symbol can be used as the smallest reference for the brand. It is a logotype or monogram of the secondary logo in a horizontal orientation. It is intended to mimic the movement in a unique yet identifiable way. It should be used scarcely such as for internal uses or for an audience that is very familiar with the brand. It can also be used for smaller communication uses such as stamps and authenticity marks.

The primary color palette will be used as the main colorway to represent the brand identity. The palette reflects the concept of self-care through focused and calming colors, while also reflecting on routine through the theme of sunrises and sunsets. The use of the colors should follow hierarchy as displayed - the primary color being indigo while the secondary colors being lavender and raspberry. The neutral colors are represented by off-white and off-black as alternatives for a standard white or black to help complement the soft color palette and enhance readability.

Alongside the swatches are several ombre styles to resemble the beautiful blend of nature’s light that the client wanted to emphasize. They also evoke the feeling of a routine in the morning and at night when we all slow down and take a moment for ourselves. These options can be applied to the product, the packaging, or web usage.

These alternative colors are more playful but can be used for smaller details within the brand such as for promotions or marketing usage (posters, flyers, website promotions, photography, etc.). They are meant to steer away from overusing the primary palette and differentiate the product from its promotional use. The colors are lively and imply that we are targeting a younger audience – typically those who have a busy day-to-day schedule and are looking for a product to help them feel like they are worth the time to slow down. Giving the product options also allows us to be able to use these colors for various details when designing the deliverables.

Fahkwang is a Thai and Latin sans serif featuring high contrast. Created by the first Thai communication design firm, Cadson Demak, this modern typeface is inspired by the headlines in old Thai newspapers. Although it feels modern, the accents of the typeface anatomy demonstrate relations to the cultures it was inspired by. This typeface is to be predominantly used for display purposes.

Lato is a sans serif typeface family started in the summer of 2010 by Warsaw-based designer Łukasz Dziedzic (“Lato” means “Summer” in Polish). Originally, the family was conceived as a set of corporate fonts for a large client — who in the end decided to go in a different stylistic direction, so the family became available for a public release.

He used classical proportions to give the letterforms familiar harmony and elegance. The semi-rounded details of the letters give Lato a feeling of warmth, while the strong structure provides stability and seriousness. This typeface can be used for body copy, website copy, and printing occasions.