Gateway of India
- Food & drink
Overview
Since 1995, multi-award-winning and consistently lauded as being the best around, Gateway of India (GOI) has produced gourmet quality, heat-at-home indian cuisine. Nestled in the Cardiff suburbs of Rhwibina and Penarth, as well as concessions in the popular Pugh’s Garden Village sites, their Indian and Bangladeshi heat-at-home dishes are consistently amongst Cardiff’s most popular.
It’s far removed from what you’d expect from a typical greasy takeout; every dish is cooked with real, genuine, attentive, and heartfelt care using top-of-the-line ingredients. However, this didn’t align with a dated and staid brand appearance. With significant, sustained growth it was time to refocus the brand and positioning to take sales online to unlock opportunities. Therefore, the brief was to create a scalable brand language to articulate a real, engaging difference in the market. Limegreentangerine were engaged to reimagine the brand, packaging, store interior, POS and ecommerce platform.
Traditional and contemporary family recipes, centered around incredible ingredients including premium-grade meat, vegetables, and blends of spices.
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 crystallize their proposition in a way that balanced the authentic heart with an exceptional caliber… 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.
The visual language is rooted in Mumbai cafés, desi festivals and sweat-packed steam train carriages; the brand is seeded with personality, humour and visual flavour. It’s modern and has a zesty tone, tapping into splashes of vibrant colour and painted strokes adding texture.
Heat at home curries
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. Flick the oven on or pop open the microwave, straight in their biodegradable containers whenever you’re near 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.
We worked with specialist food photographer, Manon Houston, to craft a visual style for Gateway that builds the themes of provenance and quality.
The rebrand saw an near-immediate 82% uplift in orders, leading to a turnover increase of over 120%.
Instore display
Across all sites, GOI have a total of five digital advertising screens displaying video, still, and dynamic content. We designed, installed and manage this system, publishing updates centrally so GOI can tailor messages and content to each screen, at each location. It’s an absorbing, engaging way to introduce people to the brand, building a true picture of quality and care.
Curry in a hurry
The website was built in Shopify and uses the Shopify POS System in-store to cater for both online and offline customers. A stock control app allows users to select which local shop they wish to order from and tracks inventory so staff can maintain healthy stock levels. Designed with mobile users in mind the website was makes ordering a meal a cinch; prepared, packed, and waiting in just a few easy taps. Handily, users’ accounts log previous orders making reordering ‘the usual’ simpler still.
Since the move to ecommerce, the site has seen over £1m in sales pass through.
This was a tremendous change for our business, having been established for so long and with such great and loyal customers. Limegreentangerine made the brand revamp everything we imagined and the support has been invaluable. We wanted to stand out, to reflect our high quality and the new look certainly has achieved those goals and more. Our business is flourishing so we are very pleased and would like to thank the team.
