The client gave us a brief... We re-wrote the brief.
Before embarking on the design process, we tried to understand the brand proposition of 'Art of Chilling' in the Indian context.
We proposed a re-look at 'Art of Chilling' beyond beach,surf and Bbqs. We wanted the 'Art of Chilling' to encompass a wider universe of chilling, which is more relevant in the Indian market.
Our vision was to create a solution that would be holistic and could be easily extended across different platforms and touch-points. From a theme bar to a local wine shop facade, the brand should echo the same language. The Brand should also empower the consumers with web 2.0 tools. It's not only about a 360º communication but it is about having a dialogue with the consumers.