Chumbak repositions brand, launches new logo

By

Isabelle Crossley

Published
Jul 9, 2020

Chumbak is working to reposition itself in the market from a souvenir brand to a fashion and lifestyle brand, and has launched a new logo as part of this process. 

 
As Chumbak continues to focus more on fashion accessories and homeware, it is curating a new brand image to illustrate its focus on these product categories, it announced on Facebook. The new brand logo, which was created by the brand’s in-house team and Delhi-based design consultancy Bull Design, puts Chumbak’s owl mascot front-and-centre and will be rolled out across its retail touch points over the coming months, ET Bureau reported.
 
“After a few discussions with those of you who visited our flagship store in Bengaluru, some sneaky Instagram story quizzes later, we introduce to you our new logo: a logo that allows us to unify our vision and present ourselves as a design-led lifestyle brand that uplifts our amazing community,” the brand announced on Facebook.

“At the end of the day, we’re still the brand you know and love and we can’t wait to show you all of the stuff we have in store.”
 
“The old logo was designed to reflect the quirky, young brand positioning which enabled us to stand out in a serious retail landscape,” Chumbak’s co-founder Vivek Prabhakar told ET Bureau. “Over the years, we have not only expanded our product range but also presented globally relevant design language. The new logo represents and establishes that shift.”
 
Chumbak, which launched 10 years ago, retails from its e-commerce store and over 70 brick-and-mortar stores, according to its Facebook page. Recent launches include earrings, clutch bags, handbags, home textiles, and non-surgical face masks.