Underscore | London Branding, Digital & Design Agency
Underscore is a results driven branding, digital & design agency based in central London.
We get underneath brands, and add weight to their communications.
underscore was appointed to deliver the MADD name, brand identity and launch strategy for London’s first dessert and coffee lounge where almost every dish is inspired by mangoes.
The MADD 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 wacky dishes that include one with panna cotta, mango pudding and sticky rice all on one plate, their brand name just had to be 'Madd' – an inspired blend of the words Mango + Addiction.
The identity includes two head silhouettes where the brain has been replaced with a mango to reflect the truly addictive nature of the desserts, and a host of quirky and versatile campaign visuals were then created to take the new brand to market.