Dahi Bada Guys is a fast food brand founded in Lucknow, India that serves the traditional dish of dahi bada in a modernized way. The founders aimed to increase the footprint of traditional Indian food in the fast food industry. They developed a unique brand identity and modern aesthetic to appeal to younger consumers while still honoring the cultural heritage of dahi bada. The branding and packaging was designed to look contemporary yet highlight the traditional product. Various branding elements like the logo, menu, merchandise, store design, and website were created to represent the vision of a trendy brand promoting cultural dishes.

1. BRAND DEVELOPMENT JOURNEY
D A H I B A D A G U Y S

2. SERVICES : The Fast Food Industry
BRAND INDUSTRY : FOOD

3. BACKGROUND
Founded in Lucknow, the self-proclaimed food capital of
India, Dahi Bada Guys came into existence with a crazy
idea when one of the founding partners, a big foodie
himself, returned to India after quitting his job as an
engineer in the United States to turn his passion of eating
into running a successful business. We just had this crazy
idea in mind to make a traditional dish taste modern and
initiated the BADA ride.

4. BRAND PROPOSITION
Our brand proposition was to
create a brand that is unique yet
could create an emotional
connect with the people by
serving a traditional dish in a
modern avatar

5. Our agenda was to develop a brand that
is trendy yet could connect directly to
the masses especially at Lucknow, where
the Dahi Bada Culture originated
Our main business objective was to create a
brand that could carry forward the Dahi
Bada Legacy but in a contemporary way
BUSINESS OBJECTIVE

6. MARKETING INSIGHT
In a culture bursting with energy, colour
and tradition, we had an opportunity to
increase the footprint of ‘desi’ food in the
fast food industry by introducing a
contemporary style of serving a delicacy
that has not yet achieved its full potential.
We envisioned the very need to
introduce the traditional flavour in a
modern way to the people for
better/unique brand positioning and
look one-of-kind in the middle of other
dish sellers.
Also, by introducing different
flavours of Dahi Bada, we
could create a unique selling
preposition

7. Step 2
Then, we created the look and feel of the
brand while keeping the basic premise of the
brand promise. Also, we gave it a
contemporary look to gel well with the
modern times
OUR APPROACH
Step 1
We brainstormed and gave the
brand a name which could narrate
the brand story well and also an
overview about its product
Step 3
Once a unique brand identity was
developed, we started preparing
the brand stationery and collaterals
necessary including those for print
and outdoor media promotions

8. OUR APPROACH
Step 4
The complete store look and feel
(in-store branding) was strategically
designed and developed to make
the brand presence look quirky and
resonate with a unique brand
positioning
Step 5
An interactive website was
developed thereafter to give the
brand an essential online
presence

9. BRAND NAME AND IDENTITY DEVELOPMENT
After a lot of brainstorming sessions we suggested a lot of brand names like Dahi Bada Wale, Best of Bada, Game of
taste and a lot more. Also, we co-created an interesting brand identity that went well with the brand name and
promise.
VARIOUS LOGO APPROACHES

10. THE WINNER
The vision behind creating the brand identity was to keep the brand look contemporary yet the product in which the brand
deals, traditional. We gave the main highlight to this trendy crest which is appealing and communicates with the modern TG.
The fonts and colors were carefully chosen to resonate with the industry (the color red which is considered appetizing) and a
strong font which stands out.

11. PACKAGING DESIGN

13. MENU/OFFER
SHEET DESIGN

14. MERCHANDISE DESIGN

15. COUNTER
DISPLAY

16. DELIVERY VAN BRANDING

17. HOARDINGS THAT WE DESIGNED TO PROMOTE
DAHI BADA GUYS
HOARDING

20. PRINT AD

21. IN-STORE
BRANDING

27. WEBSITE DEVELOPMENT

30. THANK YOU!
WE SERVE CREATIVITY!
WE WOULD LOVE TO HELP YOU IN BUILDING YOUR BRAND
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