• Tangra
    Branding, Requisite and Marketing Collaterals
  • Summary:
    Conceptualize and develop a 'Chinese' cuisine restaurant and all its requisite and marketing collaterals.

    Concept:
    As the restaurant was not offering authentic 'Chinese' cuisine but rather the fusion 'Indo-Chinese' cuisine, we researched Indian Chinese cuisine to discover that Indo-Chinese cuisine was developed in India's only Chinatown, Tangra, Kolkata. It is a distinct cuisine and should be recognized as such. We decided to not identify or position the restaurant as a 'Chinese' restaurant offering the faux-authentic experience all our competitors adopted. Instead we positioned our client as the first really authentic 'Indo-Chinese' restaurant in Bangalore. That being the case, we adopted the name of the birthplace of the cuisine. The insight developed is “Tangra is home to Indian Chinese food”.