Get the tea on building a strong business from the inside out.
Chai Gate’s six service pillars and time-tested methodology strategically combines data and dialogue to highlight your most valuable offerings, understand stakeholder needs, and leverage market fundamentals—revealing powerful insights and opportunities for your brand and business.
Opportunities that we will unlock together, creating value for you by accounting for everybody.
Chai Gate’s six service pillars and time-tested methodology strategically combines data and dialogue to highlight your most valuable offerings, understand stakeholder needs, and leverage market fundamentals—revealing powerful insights and opportunities for your brand and business.
Opportunities that we will unlock together, creating value for you by accounting for everybody.
Tanjore NYC
Consumer Research / Market Research / Competitive Analysis / Operations Research / Business Strategy / Customer Journey / Visual Brand Identity Design / Marketing Communications Design / Packaging Design / Art Direction / Exhibition Design / Sales
New York City, NY
︎ Where we were. Despite offering high-quality Indian textiles and artisanal products in prime Midtown Manhattan, Tanjore NYC lacked brand memorability and distinction. Their exceptional products were trapped in a discount-driven sales cycle, failing to reflect their true artisanal value. Without a cohesive brand story, their physical store and pop-up presence weren't creating the aspirational shopping experience their products deserved.
︎︎Where we wanted to be. Tanjore NYC aimed to position itself as New York's premier destination for authentic Indian textiles, creating an aspirational brand that would appeal to India enthusiasts, event shoppers, and serious textile collectors alike.
Consumer Research / Market Research / Competitive Analysis / Operations Research / Business Strategy / Customer Journey / Visual Brand Identity Design / Marketing Communications Design / Packaging Design / Art Direction / Exhibition Design / Sales
New York City, NY
︎ Where we were. Despite offering high-quality Indian textiles and artisanal products in prime Midtown Manhattan, Tanjore NYC lacked brand memorability and distinction. Their exceptional products were trapped in a discount-driven sales cycle, failing to reflect their true artisanal value. Without a cohesive brand story, their physical store and pop-up presence weren't creating the aspirational shopping experience their products deserved.
︎︎Where we wanted to be. Tanjore NYC aimed to position itself as New York's premier destination for authentic Indian textiles, creating an aspirational brand that would appeal to India enthusiasts, event shoppers, and serious textile collectors alike.
︎ How we got there. Through in-depth consumer research, we identified three key customer segments: India enthusiasts, themed-event shoppers, and textile collectors. Recognizing their shared admiration for Indian craftsmanship, we developed a unifying strategy that resonated across all three audiences.
We created an identity system that balanced cultural authenticity with contemporary retail appeal. The logo and color palette celebrated Indian heritage, while focused textile imagery showcased product quality. Every touchpoint, from size tags to gift packaging, was designed to enhance the shopping experience for each customer segment.
The result was a cohesive brand experience that elevated Tanjore's products from discount items to coveted artisanal pieces, creating a memorable and distinctive presence in New York's competitive retail landscape.
We created an identity system that balanced cultural authenticity with contemporary retail appeal. The logo and color palette celebrated Indian heritage, while focused textile imagery showcased product quality. Every touchpoint, from size tags to gift packaging, was designed to enhance the shopping experience for each customer segment.
The result was a cohesive brand experience that elevated Tanjore's products from discount items to coveted artisanal pieces, creating a memorable and distinctive presence in New York's competitive retail landscape.
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