We were tasked with conceptualizing, developing and launching a new South Indian diner that is true to it's roots, yet adapted to fit a modern day lifestyle.
The result?
Madras B.L.D.
Madras B.L.D.
Drawing inspiration from Kollywood and local pop culture, we devised a brand that was unmistakably Tamizh. From communication to the brand's voice and tonality, a local and conversational tone steeped in references to Tamil cinema was adopted.
This approach extended into the brand's visual language, as well as it's presence on social media. First, we established a tree of sorts that positioned (and distinguished) the brand amongst it's competitors. This was complemented with a brand story that took inspiration from iconic Tamil films, as well as colloquialisms that reflected the local culture.
Playing on quips, colloquialisms, dialogues and sayings from, well, Madras, we gave the brand it's own quirk and identity amongst a sea of competitors.
With this approach in mind, the brand was launched on social media, with similar tonality, expression and communication used across different platforms.
We took this one step further, developing a variety of collaterals that further accentuated the brand's unique position.
Find out more about Madras B.L.D here.
Done at Whoa Mama Design, Chennai.
