The Mildred's Group approached us with a simple ask: build a brand with oodles of personality that could make their first Hakka restaurant a Soho hotspot. So we did just that. Partnering with Jelly and the brilliant Mumbai-based illustration duo Boomranng, we created a brand stuffed full of attitude.
The ingredients? A bespoke wordmark inspired by Bengali and Chinese letterforms. Bold colours and illustrations infused with the energy of modern Hakka. A tone of voice that isn’t afraid to turn up the heat. Together they make Tangra the kind of downright delicious brand Soho streets deserve.
6,000 pre-launch sign-ups - exceeding KPI by 3,000
+7,000 organic followers in 3 months, establishing immediate brand recognition ahead of launch
Sales and cover targets exceeded from week one
Website engagement and conversion rates exceeded targets
In-restaurant branded collateral consistently praised by guests, reinforcing brand immersion from first visit
"The K&F team became partners from day one, taking the time to really understand our vision and working closely with us throughout. They struck the right balance between creativity and commercial thinking, which made the process feel both inspiring and genuinely effective"
"The approach to Tangra was a breakaway from traditional ways of working; instead integrating Boomranng at the outset as part of the overall creative team. It’s our favourite approach, having artists embedded in all decision-making and creative thinking from the start. It was a true collaboration...and to great success"
