‘Chutney Chick’ is an online platform (the website you are currently on! :D) that aims to create a sense of pride and belonging amongst Second and Third Generation South Asians.

This group often struggles to find a clear identity, due to their experiences within their family homes and experiences within Western society feeling as if they are at odds with one another.

The project aims to encourage Second and Third Generation South Asians to embrace all parts of their identity. The project also aims to encourages unity amongst South Asians in general. There are many divides within our communities that are a direct result of colonial rule. Embracing our commonalities will encourage healing.

The project has a humorous, hopeful, and playful tone of voice, which is supported by a cartoon-like aesthetic. Graphics are bright, bold, and unapologetic. This approach ensures that the project is visually welcoming and therefore accessible to a wider audience. Visual language will take inspiration from South Asian graphics such as Pakistani truck art, India Bazaar art, and South Asian areas and businesses local to myself, such as Manchester’s Curry Mile.