Cheeky Charlie is an experimental jam and sauce brand from the Nilgiris. Its identity is built around Charlie, a playful mascot inspired by the Indian Giant Squirrel native to the region. Vibrant colours, expressive typography, and energetic packaging reflect the brand’s bold, unconventional approach to flavour. Rooted in local character yet distinctly contemporary, the identity transforms everyday condiments into memorable products with a strong sense of place.

Branding & Identity