Sobeys, Canada's second-largest grocery company, needed to create a brand to launch a discount grocery store catering to South Asians. Chalo FreshCo was introduced to embody the spirit of inclusivity and action with its name "Chalo," meaning "let's go!" in South Asian languages. The logo featured symbolic elements of Indian cuisine, like a lime and chili pepper.

Concept development / Brand identity / Ads

Marketing Awards 2016 - Silver
NAMIC Excellence in Multicultural Marketing Awards (EMMA) - 1st Place