Brand: Bombay Vintage
Client: KBC
Agency: ShyBuzz
Role: Brand Activation Consultant & Offline Creative
Agency.
Objective:
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Bombay Vintage Logo |
Bombay Vintage was positioned to be one of
the most unique restaurant that one could envisage with a vintage
ethnic look inspired by the Bombay of between 1940 to 1960
approximately.
It was to boast of one of the most exiting fusion of continental and
Indian dishes - primarily consisting of local culinary classics of
Bombay with a European panache - brought together by Indian artistry
and vision. It was to be launched in the heart of South Mumbai, to
compete in one of the most diverse and cluttered space in the
metropolis.
Bombay Vintage was an experimentation in the fine art of distinctive
flavours, innovative flourish, and vintage charisma, building a
seamless amalgamation of culinary delights.
The client brief envisioned Bombay Vintage to stand out amidst the
cacophony of themed restaurants, both new and the established, yet
not be brash, pretentious, over the top, or even remotely similar to
anything the industry had to offer.
The proposition facing ShyBuzz was rendered more challenging as the
Brand needed to be a combination of the subtle yet distinctive,
appealing yet relatable, a combination of creative flair yet honest
to the time period. The brand needed to have a connect with the
audience of today yet induce a sense of nostalgia, old charm, and
romanticism with all things vintage.
Approach:
Logo – We at ShyBuzz were convinced that the logo of Bombay
Vintage will be one of the most crucial elements to cement the brand
approach and once it is nailed down , we would have secured a clear
pathway ahead towards how the rest of the look of Bombay Vintage will
play out. As we had envisaged, finalising on the logo proved to be a
real learning experience with a series of challenges to overcome.
Ultimately we were ready with the logo that was the ideal merger of
the usual with the creative. It imbibed the old charm with the
recognisable, brought together romanticism of old Bombay with the
flair of modern India. The logo had an instant connect with everyone
as it was something everyone could relate to in one way of the other,
and celebrated all that was unique about Bombay Vintage.
The logo was inspired by a vintage stamp, that although was nostalgic
yet remains relevant and close to our sentimentality. The colour,
font type, texture, and overall look was all meant to be not too
loud, but be in sync with the time period, checking all the boxes to
entice brand recall and top-of-mind awareness among the new to the
tenured aficionado.
Tableware, Uniform, Delivery Bags, Menus, Interiors, Suggestion
Cards, etc. - One of the most important consideration during
the course of the brand activation exercise was how to link the brand
with one of the most iconic themes of Mumbai's parlance and associate
it with the brand communication strategy of Bombay Vintage subtly and
succinctly.
It was decided that the Dabbawalas of Mumbai, who are part of a
delivery system that collects hot food in lunch boxes from the
residences of workers in the late morning, delivers the lunches to
the workplace, predominantly using bicycles and the railway trains,
could be the ideal element that fulfils all the prerequisites of the
brand brief.
The Dabbawalas, by way of their look, efficiency, the dabbas (tiffin)
themselves, are one of the most instantly recognisable part of
Mumbai life.
After some initial nitpicking, it was soon evident that dabbawala
inspired brand creatives will prove to be a master-stroke and so it
did. It was thus assimilated by both Team ShyBuzz and Bombay Vintage
in a whole host of creatives for Bombay Vintage via-a-vis Tableware,
Uniform, Delivery Bags, Menus,
Interiors, Suggestion Cards,
etc.
Keys to Success:
The keys to the success of the brand
activation campaign of Bombay Vintage was the successful integration
of the iconic elements of Bombay and associating those elements with
the pivotal features of the brand message and overall brand look,
beginning from the logo to the valet parking tag. It was a true
example of how creativity can come together with effective practical
application and etch a true win win for all.
No one element of the brand exercise was considered routine and
special emphasis was given on ensuring every deliverable was as
unique and brand specific as it can be. Although this meant every
facet of the endeavour required all the more detailed correspondence
and brainstorming, the ultimate result made all the effort worthwhile
and the fruit of effort is there for everyone to see.
Conclusion:
The reception to the launch of Bombay Vintage has
been extremely encouraging with raving to favourable reviews coming
in droves from connoisseurs of arts, media, marketing, food etc., -
as well from the most important part of a successful endeavours - the
patrons of Bombay Vintage.
Bombay Vintage has been a truly rewarding project for ShyBuzz in many
more ways than one and is an ideal example of how motivated teamwork,
constructive engagement, and shared vision can etch a pride of place
for a relative novice through sheer hard work, a dash of creative
doggedness, and sheer persistence to attain the truly special.
We welcome you to experience Bombay Vintage in Colaba and share your
experience and feedback with us.
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Bombay Vintage Signage |
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Bombay Vintage Launch |
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Bombay Vintage Interior |
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Bombay Vintage Uniform |
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Bombay Vintage Delivery Bag |
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Bombay Vintage Interior |
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Bombay Vintage Special Dishes |
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Bombay Vintage Bar Menu |
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Bombay Vintage Interior Wall |
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Bombay Vintage Interior |
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Bombay Vintage Launch Invite |
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Bombay Vintage Suggestion Card |
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Bombay Vintage Teaser Banner |
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Bombay Vintage Vada Pav Slider |
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Bombay Vintage Valet Parking Tag |
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Bombay Vintage Invitation Card |
1 comment:
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