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Tangra - The Indo-Chinese Restaurant; Logo, menus, marketing and branding collaterals
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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”.