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Fusion engineering

flagship restaurant

From the outset, founder Shashank Kanoria’s plans for the eatery were ambitious: after opening a flagship restaurant in the Jordaan neighborhood, he wanted to expand to multiple other outlets in the Netherlands. Making establishing a well thought-out brand essential.

Only, in Kanoria’s words, “I am new to this industry, so I needed a professional sparring partner to make [the branding] successful.”


The Good & the challenging 

Kanoria credits the iGina branding process with bringing clarity to what the actual product was (beyond “Indian food”), helping him brainstorm and create a plan of action, and putting him in contact with key people who could help him with other aspects of the daunting task of opening a restaurant.

And the process, predictably, wasn’t always easy. Building a brand, for example, involved challenging set notions, and opening up to valuations beyond the purely numerical. As Kanoria puts it, “Being a numbers guy, I sometimes found it challenging to link ideas directly to the bottomline of the business, to judge the value added.”

The Good & the challenging 

However, he did understand the value of working with someone who could more easily see and quantify those connections. The “sparring” partner he knew he needed.

Overall, he concluded, “ Everything went smoothly. Better than expected. The hold-ups were mostly in other aspects of the business. The team is always very quick to respond to queries, to help out in all matters.”

the result

But, as they say, the proof is in the pudding. Luckily, according to Kanoria, “Almost everyone without exception likes the concept. We have all bought into the brand.” A brand that was shaped out of the DNA and the ideas of the 29 Spices concept and team.

I couldn’t be happier with choosing iGina as my branding agency. From my first meeting with Gina & team to the final step of design & implementation, the iGina team was truly amazing! They showed such care, professionalism, honesty, and creativity for everything related to my brand. They bought a lot of positivity and life to the brand. I still love my logo today, as much as the first day I saw it. YOU GUYS ARE THE BEST! Thank you!!

– Shashank kanoria

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