This project is dear to my heart because it gave me the chance to live the village life in the picturesque Hunza Valley in Northern Pakistan. Tamkeen Nadeem, friend and fellow adventurer sought to discover the indigenous farming and cooking practices of Pakistan. Her venture (developed further by the Do School in Berlin) was about connecting farmers in low-income communities to urban markets and to make people aware of the power they have in making better life choices.
The venture is named CHARU- Sanskrit for purity and colloquially meaning someone who loves food- and I was asked to brand the business and document our discoveries.
Within a year of our initial reconnaissance mission, the brand now has a line of products, stocks at 3 major department stores and has done multiple pop-up shops around the country. The dream is to make CHARU a haven for sustainable food practices with a product line that revives farming communities.