Redesigning the future of food in SEA
In October 2015 we embarked on a two years long partnership with founders Jonathan Weins, Christian Eldemann and Jessica Li to shape the Dahmakan brand and help it realise its vision of becoming the first full-stack food delivery brand in South East Asia. In revolutionising the food industry, dahmakan has grown, within three years, from a team of three people in Kuala Lumpur to a Y combinator start up operating in two countries providing everyday thousands of chef-prepared meals to people in SEA.
Fig.1 Identity Design Inspiration
A logo inspired by wellbeing
Dahmakan identity system is inspired by the mission of the company to make eating simpler, healthier and affordable for everyone. The logo is build on a simple yet bold word mark with an icon at the end, named dahmakan leaf. The leaf embodies the values of simplicity, authenticity and wellbeing and represent care and details, emphasising the aspect that every meal is prepared daily by in-house, top-notch chefs and nutritionists.
Defining the brand positioning
To fully understand the brand and its community, we conducted an in-depth immersion process that involved workshops, focus groups and interviews with the team, kitchen and riders. We interviewed more than 500 customers, filmed more than 35 hours and moved ourselves to dahmakan HQ in Kuala Lumpur for 7 months to define the marketing audience, brand positioning and tone of voice.
Fig 2: Dahmakan founders and brand identity process in KL
Bringing the brand to life
Appointed as lead creative partner, we have worked side by side to create a brand narrative, identity system and brand language; to define strategic cross-media communications plans; support the experience design of the app and design and build of the website.
Brand Communication and Digital strategy community
In designing the brand touch points and communication campaigns we wanted to enable customers engage with the brand, understand its value proposition and feel identified with the message. A big part of the design strategy is characterised by the use of colours, representing the different meal options available on the menu - vegetarian, fish, meat, staples, asian - together with food photography and pictures of eaters of different genders, ages and culture to reflect the multicultural environment of Kuala Lumpur and celebrate dahmakan diversity of meals and customers.