As featured in Design Week underscore has recently created an exciting new brand identity for London’s first dessert and coffee lounge where almost every dish is inspired by mangoes.
As the company are newcomers to the UK market underscore were charged with the task of undertaking wholesale competitor research and market analysis, whilst our client concentrated on refining their product range, location requirements and pricing strategy.
The brand was required to be cheeky, playful and bold to reflect “a vibrant and unique culinary experience that will fuse the senses of sight, taste and sound” and with a range of moorish dishes that include one with Panna Cotta, Mango Pudding and sticky rice all on one plate… and so the chosen brand name evolved to become ‘Madd’ – an inspired blend of the words Mango and Addiction.
A host of quirky and versatile visuals were then created to take the new brand to market. The identity includes two head silhouettes where the brain has been replaced with a mango to reflect the truly addictive nature of the desserts, whilst a host of illustrations have been created to show why the Mango is such a super fruit.
To embrace the maddness for yourself why not head down to Rupert Street in Soho or come back to our blog to follow their progress.