Stories from the Streets of NYC 🗽
Hi, we're GATKI from New York. This is our very first post here, and we couldn't be more excited to kick things off. To start, we thought it'd be fun to share the little story of how our brand GATKI.
EXT. WNYC Transmitter Park – EARLY APRIL – DAY
A cold breeze rolls across the empty grass. VIVIAN and CHERIE linger near the park's entrance, hands tucked into wool coat pockets, eyes scanning the barren landscape. They exchange knowing glances – as introverts, the idea of approaching strangers had seemed easier in theory, cushioned by the anonymity of a crowd. But today brings only whistling wind and vacant benches. Time to find another spot.
Our journey began simply enough: an online survey probing into daily lip care rituals. The responses flowed in – over a hundred glimpses into intimate morning routines and everyday frustrations. Yet something felt incomplete.
Drawing from our background in consumer goods and product design, we knew that genuine understanding required more than data points – it demanded real conversations, unfiltered stories. So, we stepped onto the streets of New York, a city we designed for and one that epitomizes North America's cold, dry winters, to listen to the voices we hoped to serve.
Greenpoint, Brooklyn marked our first attempt. But the spring chill had cleared the park of potential conversations, leaving only bare trees and empty benches as companions.
MoMA proved more fruitful the following day, its galleries creating natural moments for connection. A chance encounter with a Social Welfare Professional shifted our perspective. Settled on a museum bench, she shared her ongoing search for gentler lip care solutions, describing the challenge of finding products that truly understood her sensitive skin. Her candidness crystallized our mission: to listen first, create second.
Central Park brought another voice to our research – a Data Engineer navigating her first steps into skincare. Her story reflected a common thread we'd begun to notice: the desire for uncomplicated care in a complicated world. "With my 7 a.m. starts, I need something that just works," she explained, gesturing to emphasize her point. "Nothing heavy, nothing time-consuming – just effective care that fits into my life."
Each conversation reinforced why we started this journey: to craft something genuine, born from real needs and real stories. These weren't just market research sessions – they were the first threads of a deeper narrative, one that would shape every aspect of what GATKI would become.
P.S. you may watch our TikTok vlog for this story.
GATKI
Seriously at ease. | Simple formula for sensitive and delicate skin.