Chutti Prints branding & Identity design
Project Introduction
Chutti Prints is a kids’ educational brand that brings Indian culture to life through play and conversation.
The brand transforms festivals, stories, and traditions into joyful, hands-on learning experiences.
The brand transforms festivals, stories, and traditions into joyful, hands-on learning experiences.
ROLE:
Freelance designer working on - Brand Strategy · Identity Design · Illustration · Packaging ·
Website Direction · Social Media System
DURATION:
2 months
CLIENT:
Chutti Prints
Freelance designer working on - Brand Strategy · Identity Design · Illustration · Packaging ·
Website Direction · Social Media System
DURATION:
2 months
CLIENT:
Chutti Prints
Background / How It Started
I created Chutti Prints after noticing how few playful resources existed to teach kids about Indian culture.
The idea began when my daughter dressed up as Lord Shiva for a play—but didn’t know who He was.
I designed simple activity sheets to help her learn. We colored together, talked, laughed—and she said, “Now I feel proud to play Shiva.”
The idea began when my daughter dressed up as Lord Shiva for a play—but didn’t know who He was.
I designed simple activity sheets to help her learn. We colored together, talked, laughed—and she said, “Now I feel proud to play Shiva.”
I designed a few sheets and shared them with a close friend in the US, who immediately saw the potential. We decided to explore it as a passion-driven side project — she leads the business exploration, and I contribute creatively whenever possible. This is not a full-time venture, but an ongoing creative initiative that allows me to apply branding, product design, packaging, and illustration skills to a real-world idea with genuine purpose.
The Gap
Most children’s printables are Western-themed. Indian cultural resources are often text-heavy, outdated, or overly formal.
What was missing: a modern, design-led brand that makes cultural learning fun, visual, and interactive.
What was missing: a modern, design-led brand that makes cultural learning fun, visual, and interactive.
The Problem → Strategy → Solution
Problem
“How do we make Indian culture feel playful, modern, and relevant for kids worldwide?”
Kids learn best when content is simple, visual, and interactive. Parents look for resources that feel trustworthy,
meaningful, and fun.
meaningful, and fun.
Solution - Brand Strategy
I positioned the brand around one core idea: Conversational Learning
It is: simple for kids, relatable for parents, versatile across every brand touchpoint
This gave me a clear design direction: speech bubbles, story-led illustrations, conversational copy, badges,
and playful characters.
and playful characters.
Brand Voice
I defined a brand voice that reflects the spirit of Chutti Prints: Playful · Curious · Warm · Whimsical · Culturally RootedThese adjectives guided tone, copywriting, illustration choices, and how every visual “talks back” to the child.
Logo
A rounded wordmark built for friendliness and clarity. The ‘C’ subtly forms a Ganesha-inspired silhouette—adding cultural warmth without overwhelming the minimal identity.
Unique Conversation Bubble System
The central graphic element needed to be: instantly recognizable, not stock-based, usable at multiple sizes, culturally meaningful. So I created a custom modular conversation bubble inspired by Lord Ganesha’s trunk.
Chutti Characters
A set of playful characters that embody curiosity, culture, and conversation. Their expressions and props bring Indian traditions to life in a fun, contemporary way.
Social Media System
A recurring content structure makes the brand easy to maintain: Chutti Conversations, Thinking Thursday,
Festival Explainers, New Launches, Badge of the Week, Behind-the-Scenes
Festival Explainers, New Launches, Badge of the Week, Behind-the-Scenes
Merchandise
Stickers, badges, duct tape, and drawstring bags extend the brand into everyday moments of joy and play.
Packaging Design
Bold patterns and conversational elements create a sense of excitement.
The box remains constant; the front sticker or sleeve changes with each edition—making production cost-efficient. There is also a print envelope to ship activity prints which contains playful conversation printed across the flap. This sets the tone before the child even opens it.
The box remains constant; the front sticker or sleeve changes with each edition—making production cost-efficient. There is also a print envelope to ship activity prints which contains playful conversation printed across the flap. This sets the tone before the child even opens it.
Impact/ Outcome
The new identity resonated immediately - parents appreciated the modern, relatable take on culture, and the brand saw increased engagement at recent in-person events. Children connected instantly with the Chutti characters—many proudly collecting the stickers—which reinforced the strength of the visual system.
For me as a designer, this project strengthened my ability to build a brand from the ground up—crafting strategy, defining a clear brand voice, creating a modular identity system, and designing with cultural sensitivity. It pushed me to create a system that feels distinct in a crowded category while staying authentic to its roots.
