Captive Retail


Jiaozi is a crescent shaped Chinese dumpling with pleated edges normally filled with meat or vegetables, although you'll occasionally find recipes calling for more unusual ingredients such as shrimps and even winter melon. The restaurant brand explores the journey of this simple delicacy that has transformed and integrated cultures around the world and is shaping modern cuisine even today.
Design, Experience, Strategy
Art direction, Artwork & Production, Brand Identity, Brand Naming, Brand Positioning, Brand Tone & Voice, Logo Development, Messaging & Story, Packaging Design, Print Collateral, Retail Design, Structural Packaging, Verbal Branding, Visual Identity

Challenge: Bhutani converted a section of the Cyberthum project into a stylish co-working concept and wanted to position workstations and other co-working solutions as an ideal investment opportunity for start-ups, freelancers & professionals.

Approach: The brand idea was born from an extensive research and strategy phase with the aim of finding ownable co-working space that truly represented the value proposition of aspiring start-ups and professionals in a cluttered and often mistrusted industry.

Solution: We created a lifestyle brand that captured the excitement and allure of the working in a higher frequency. We tapped into the definitive luxury and prestige of Cyberthum, Bhutani’s flagship high-rise in Noida, to deliver an elevated brand identity and lease-up campaign.