Chindi & Turntable:
A Conversation on Reinvention
Rebrand
Positioning
Identity
Packaging
Space
Digital
CATEGORY
Lifestyle
Culture
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?”
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?”
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?”
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?”
