After gaining a thorough experience of running his own lounge, a restaurant and a co-working space, our client wanted to mesh up all these aspects into a fun and productive environment for the next generation. With this in mind, we put our thinking hats on. And we got to thinking – What is that one place where we hang out with our friends but it’s privy to a very few people?
Out of the many ideas we discussed, the one which struck a chord the most was ADDA. The word ADDA (Hindi word for a hangout) is a palindrome and it has a certain special ring to it. It’s a word frequently used by the youth and sticks well with our target group. The ‘#’ (hashtag) is a jargon frequently used by them. And thus #ADDA was conceptualised.
Designing the logo was just as fun and challenging as constructing the identity. For the youth, they need their own zone, an exclusive place to brainstorm and ideate. So we visualised a co-working space for entrepreneurs, writers, coders, poets, artists and musicians alike. Imagine a place that encourages and stimulates out-of-the-box thinking and mobilises exciting ideas. After hours of discussions, reading and innumerable cups of coffee, the Tangram emerged as a relevant object to symbolise #ADDA.
A Tangram is a puzzle in the form of a square made up of seven pieces of different colours. The pieces can be arranged into different patterns to look like the silhouettes of various objects. The number of meaningful combinations is virtually limitless. We associated this with the innumerable possibilities that can arise when people from diverse domains and varied skill sets meet up and share a passion for innovation and creativity.
With the identity and logo in place, we began devising a marketing strategy and campaign for #ADDA. With their target audience actively present on social media we laid more emphasis on Facebook, Twitter and Instagram. Hoardings and standees were designed, printed and set up. #ADDA opened doors to a warm response in January 2016.