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Gateway of India

From India with love

Services
  • Strategy
  • Brand identity
  • Collateral
  • Environmental
  • Illustration
  • Brand guidelines
  • Ecommerce
Sector
  • Food & drink
  • Retail
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Gateway of India

From India with love

Background

Since 1995, multi-award-winning and consistently lauded as being the best around, Gateway of India has been Trip Advisor top-rated. Nestled in Cardiff suburb of Rhwibina, their Indian and Bangladeshi heat-at-home dishes are cooked freshly on-site, using traditional family recipes honed over generations and centred around incredible, premium-grade quality meat, vegetables and spices (their pakoras particularly, are awesome). It’s far removed from what you’d expect from a typical greasy take out; every dish is cooked with real, genuine, attentive and heartfelt care.

However, this didn’t quite align with a dated and staid brand appearance. With significant growth planned it was time to refocus the brand, positioning and to take sales online to unlock opportunities beyond the CF postcode. Therefore, the brief was to create a scalable brand language to articulate a real, engaging difference in the market. 

Before and mood board

From India with love

Founded by husband and wife chefs Mouslar and Ellen Rahman, Gateway’s brand story ran deep but until now it hadn’t been told. Working with them, we helped crystallise their proposition in a way that balanced the authentic heart with an exceptional calibre… inventive recipes passed through their family. Dishes grounded in one simple premise—only the very best, from India with love. Whether you’re doing the dhansak dance or shaking your masala is your thing, it’s this that makes their difference.

new exterior
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Unless you know the brand, people don’t expect to collect a cold curry, so why heat n’ eat? The best reason is convenience; grab your curries whenever you like and avoid peak time waiting, even a couple of days in advance of your feast. Just flick the oven on or pop open the microwave, straight in their cardboard containers whenever you’re ready to tuck in. But finally, blast-chilling fresh food locks in the nutrition stopping bacteria from forming as grease festers while the hot food sits. Sold? 

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The visual language is rooted in Mumbai cafés, handpainted truck lettering (horn OK please!), desi festivals and sweat, packed steam train carriages; the brand is seeded with personality, humour and visual flavour. It is modern and has a zesty tone, tapping into splashes of vibrant colour and finger painted strokes adding texture. Melting colonial nostalgia with modern finish, the type is set on an arch hinting at the eponymous Mumbai structure. The distressed finish recalls authentic spice markets and flavours fresh off the boat from the subcontinent to the kitchen.

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typography
another thing
menu typography
design asset
menu
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grab and go menu
advertising
future supermarket packaging
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Curry in a hurry

Built using Shopify, an ecommerce website was designed and built with mobile users at the forefront of the planning. It makes ordering a meal for delivery or collection a cinch; prepared, packed and waiting or on its way to your doorstep in just a few easy taps. Handily, users’ accounts log previous orders making reordering ‘the usual’ simpler still. 

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order increase since the rebrand kicked in

…plus turnover up by a whopping 122%!

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This was a tremendous change for our business, having been established for so long and with such great and loyal customers. Limegreentangerine presented us with possible options and made the brand revamp everything we imagined, and transitioned so easily too. We wanted to stand out, to reflect our high quality and the new look certainly has achieved those goals. Our customers have been extremely favourable and business is flourishing so we are very pleased and would like to thank the team. Moslaur Rahman, owner & chef