TIFFIN BOX

Tiffin Box is passionate project, born entirely on Facebook amidst the early days of the COVID-19 pandemic, aiming to bring home cooking to the digital doorstep. The core concept centred on the 'tiffin,' the common Bengali term for a lunchbox, designed to evoke deep childhood nostalgia and rekindle memories of popular foods from the 1970s through to the 1990s. It was a cultural outreach as much as a business venture. Having already established a working relationship with Bangla Trac on another project, I was seamlessly integrated into the creative department for Tiffin Box. My primary focus involved rigorous segmentation and differentiation marketing research, which was crucial in defining the brand's unique position in a highly saturated market. A significant portion of my time was dedicated to generating conceptual ideas for the eventual physical store launch. I conducted extensive consumer study to understand how best to differentiate the offering, leading to my signature idea: designing the restaurant space to resemble an old-fashioned classroom. This concept included distinctive elements like using actual school bells, clipboards for menus, and other nostalgic props to fully immerse the customer in the bygone era. To my great satisfaction, many of these design suggestions were implemented. Though I was already engaged with my university studies when the first store opened, my deep involvement with the team prompted a visit to the finished restaurant. Seeing my market research-backed creative ideas—such as the classroom setting—brought to life was a genuinely thrilling validation of my work. This experience offered valuable, first-hand insight into the complexities of market differentiation and the tangible impact of consumer study on real-world branding. It significantly enhanced my understanding of the symbiotic relationship between market analysis and creative implementation.