Chindi & Turntable:
A Conversation on Reinvention

Rebrand

Strategy

Identity

Brand Voice

Print

Packaging

Communication

Art Direction

Photography

Ecommerce

Social Media

Brand Stewardship

 

CATEGORY

Fashion

Retail

 

Location

India

Rebrand

Strategy

Identity

Brand Voice

Print

Packaging

Communication

Art Direction

Photography

Ecommerce

Social Media

Brand Stewardship

CATEGORY

Fashion

Retail

 

Location

India

Chindi: When we started, we knew we had something special—handmade accessories crafted from textile waste. But sustainability comes with baggage. People assume ‘eco-friendly’ means ‘compromise.’ We wanted to prove that wrong. We wanted Chindi to be a brand people desired, not just one they respected.

Turntable: That’s where we came in. Chindi had the product, the ethos, and the craft. But the brand needed to speak the language of aspiration, not just activism. Our goal was to reframe the conversation less of “this is a worthy cause”,’ and more of “‘why wouldn’t you want this?”

From Scraps to Statement


Chindi: The name was already loaded with meaning. ‘Chindi’ is what Indian households call those tiny fabric scraps leftover from tailoring. It also has a cheeky side—sometimes, it’s slang for being stingy. We leaned into that. Waste isn’t waste if you know what to do with it.

Turntable: That philosophy shaped everything. The identity had to make people look twice, to challenge assumptions about what’s valuable. So, we built the logo like Chindi itself—pieces coming together to create something whole. It’s also a shadow of what’s no longer there, a nod to transformation.

Making Less, Mean More


Chindi: We weren’t interested in excess—whether in design or production. Every decision had to reflect our values. That meant a monochrome palette that felt refined but straightforward. No flashy finishes, just intentional design.

Turntable: Packaging was stripped to the essentials – no extra layers, no unnecessary frills; a single piece of recycled paper that doubles as a label and a seal; and business cards with punched-out typography instead of ink. Even the color choice—75% black instead of full black—saved just that little bit more.

 

Objects in Their Element


Chindi: When it came to showcasing the products, we had to rethink how luxury is presented. The imagery had to feel real—authentic, even raw. The visuals focused on friends and family, people with diverse professions and lifestyles. The goal was to capture natural moments, people who were at ease, and wearing Chindi in their own spaces, not in staged, overly polished settings.

Turntable: We kept it simple and true to the essence of the brand. The photos weren’t glossy; they were direct, featuring the products in their most genuine form. It was about connecting with the product on a personal level, letting it breathe and exist in the real world, exactly as it was intended.

Making Less, Mean More


Chindi: We weren’t interested in excess—whether in design or production. Every decision had to reflect our values. That meant a monochrome palette that felt refined but straightforward. No flashy finishes, just intentional design.

Turntable: Packaging was stripped to the essentials – no extra layers, no unnecessary frills; a single piece of recycled paper that doubles as a label and a seal; and business cards with punched-out typography instead of ink. Even the color choice—75% black instead of full black—saved just that little bit more.

More

Made From Nothing, Built Together


Chindi: Growth is exciting, but we had to be careful. We’re not here to mass-produce—we’re here to create. That means small batches, fair wages, and no shortcuts.

Turntable: Our role was to make sure the brand could grow without losing its essence. That meant a flexible system—one that allowed for collaborations, limited editions, and bespoke pieces without diluting what makes Chindi, Chindi.

Chindi: The phrase – Made From Nothing – came from our founder, Tanushree, during the ideation process. She was the copywriter on this project, and that line became the foundation for everything—from the logo to visuals to the packaging to the way we talk about Chindi.

Turntable: This was never just about branding. It was a conversation, a process of shaping something that already existed in its rawest, most powerful form. And at the end of the day, we’re proving a point: luxury isn’t about excess, it’s about intention. And
sustainability isn’t just a moral choice—it’s a creative one.