The brief

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 thinking

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.

Thinking

Stories

Results

Interested in working together?

If you think underscore might be a good fit for a project you’re planning, please feel free to send us your brief and we’ll get back to you as soon as possible.