Branding a young and exciting venue
in Chennai

• With Sukkrish Aadds
• Tags: Branding, Communication, Print

Dash is a four-storey destination located in Chennai’s IT hub, OMR (Old Mahabalipuram Road) offering dining and recreational options for a wide target demographic. The chief objective was to create a brand identity that aptly translated the fun and vibrant atmosphere Dash was striving to create.

A deeper understanding of the target audience led us to create a visual and verbal identity with a view to brevity and clarity. The brand language was convivial and the communication was immediate. We visualised Dash as a place where visitors can travel from one state of mind to another. We incorporated a dash (as in —) in the design to represent the transition.

Integrating the brand’s identity across various collateral and also in the space, proved to be experimental, rather than obvious. These began to layer into a playful design language, creating interesting visual & verbal expressions, spearheaded by emotive and enthusiastic copywriting. In the end, a pithy approach to Dash helped us create a wholesome and fulfilling brand experience.