Chai Chai is a power brand in the street-food retail industry at Trivandrum, the capital city of God’s own country in India. This One iDea Branded Spaces grew to be one of the largest customer attraction retail outlets with the smallest of spaces. We are proud to mention that our Chai Chai at Lulu Mall is one of the retail outlets in the mall with the largest footfalls every single day.
The Concept of Branded Spaces
Branded Spaces emerged as a point of discussion with Steve Jobs popularising the Apple Stores. Branded Spaces is a concept which is yet to be developed in India. The business houses in India believe that Branded Spaces is in the domain of architecture. This is where Indian businesses travel in a totally wrong direction. First and foremost, they must understand that Branded Spaces are more in the domain of Brand Architecture rather than in the domain of Interior Design and Architecture. Brand is primarily a set of defined feelings. Form follows function is a fundamental principle in architecture. But Form & Function follow Feelings is the fundamental principle in creating power Branded Spaces. It has to be clearly mentioned that the feelings here stand specifically for the Brand Feelings.
The Domain of Branded Spaces
Branded Spaces does not evolve out of Architecture and Interior Design. Branded Spaces evolve out of the Strategy for the business and is tempered with the context of the culture in which the Branded Spaces is placed. So, the Principal Designer who controls the Branded Spaces is the Strategist. The role of the Strategist begins from the floor plan design itself. The Brand Creative Director, the Architect and the Interior Designer only play the support role.
The customer journeyand the customer take out points of the brand to create loyalty play the key role in a Branded Spaces Design.
The Strategy
Chai Chai Strategy was formulated by &Matthai Strategy Consulting. The Strategy was to make the brand a breakout point for fun and laughter in the everyday life of the common man in the neighbourhood. The focus was to rejuvenate the Chai Chai brand lovers with a new energy for their soul over a steaming cup of tea and the privilege of a hot variety of snacks or light meals. The Strategy Implementation was done by Breakthrough Brand & Business Consulting.
One iDea Brand Team
The Branded Spaces production was handled by the One iDea Brand Team meticulously. It requires a Brand Team with the thorough knowledge of the brand to execute the production work of the Branded Spaces. A slight change of measurements, words, colours, typography, brand graphics, brand elements and brand design can throw the brand haywire, especially if you are replicating the brand feelings in multiple geographies.
Mall vs. Main Street
When you design Branded Spaces, the design in a mall is quite different from the design in a main street. This happens because of the behavioural patterns of the customers and the cultural context of the environment differs. Fast moving retail outlets need to specifically consider these minute details while designing Branded Spaces. If you don’t consider these little things, the initial footfalls will just evaporate into thin air, the moment a good competitor who understands his brand well starts operating nearyou.
