We build strong businesses from the inside out.
At Chai Gate, our six strategic service pillars and time-tested methodology blend dialogue and data to clarify your most valuable offerings, highlight stakeholder needs, and align with market fundamentals — revealing powerful opportunities for your brand and business.
Then we unlock those opportunities together through stories, systems, and design — creating lasting value for you by accounting for everyone.
At Chai Gate, our six strategic service pillars and time-tested methodology blend dialogue and data to clarify your most valuable offerings, highlight stakeholder needs, and align with market fundamentals — revealing powerful opportunities for your brand and business.
Then we unlock those opportunities together through stories, systems, and design — creating lasting value for you by accounting for everyone.
The Soup Bowl
Market Research / Consumer Research / Business Strategy / Brand Positioning / Integrated Visual Brand Identity / Illustration / Packaging Design / Marketing Communications
For Idea Spice Design, Mumbai, India
︎ Where we were. We were launching a new soup business in Mumbai’s busiest mall, aiming to attract customers with Indo-Western taste preferences.
︎Where we wanted to be. Our goal was to become the go-to choice for those seeking a comforting, convenient, and healthy meal option.
︎How we got there. Our approach began with conducting primary research in high-traffic food courts to understand customer behaviors, food preferences, and the impact of seasonal variations.
Market Research / Consumer Research / Business Strategy / Brand Positioning / Integrated Visual Brand Identity / Illustration / Packaging Design / Marketing Communications
For Idea Spice Design, Mumbai, India
︎ Where we were. We were launching a new soup business in Mumbai’s busiest mall, aiming to attract customers with Indo-Western taste preferences.
︎Where we wanted to be. Our goal was to become the go-to choice for those seeking a comforting, convenient, and healthy meal option.
︎How we got there. Our approach began with conducting primary research in high-traffic food courts to understand customer behaviors, food preferences, and the impact of seasonal variations.
We found that customers gravitated towards flavors that reminded them of home, preferred no-fuss food presentations with easy-to-pack leftovers, and favored warm, comforting foods during Mumbai's frequent rainy days.
Recognizing that comfort was a key factor in customer choices, we decided to create a brand space that evoked "abundant comfort."
We designed a visual identity inspired by the nostalgic image of soup prepared in cast-iron cauldrons, reminiscent of a time when meals were a communal, eagerly anticipated event, filled with the aromas of fragrant seasonings.
This concept was encapsulated in a punchy, memorable logo that was both cost-effective and simple to produce. We complemented this with community-focused imagery, crafting a compelling and scalable brand identity system that resonated with our target audience.
Recognizing that comfort was a key factor in customer choices, we decided to create a brand space that evoked "abundant comfort."
We designed a visual identity inspired by the nostalgic image of soup prepared in cast-iron cauldrons, reminiscent of a time when meals were a communal, eagerly anticipated event, filled with the aromas of fragrant seasonings.
This concept was encapsulated in a punchy, memorable logo that was both cost-effective and simple to produce. We complemented this with community-focused imagery, crafting a compelling and scalable brand identity system that resonated with our target audience.
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