Brief
The vision was to craft a brand that truly captures the soul of Bangalore. It needed to embody the dynamic, ever-changing spirit of Bangalore, a city that never stands still, always growing, always inspiring. At its core, it pays homage to the city’s rich roots, its flora and fauna, and the deeply artistic, exciting, new-age evolution it continually undergoes.
Approach
After multiple rounds of brand messaging questionnaires and discussions, we arrived at the main brand archetypes, which were the Explorer and the Lover. Here’s why we chose these two:
1) Botany encourages a sense of exploration, seeking new experiences and perspectives from its elevated vantage point.
2) A deep love for nature permeates every aspect of Botany, from the lush greenery to the botanical-inspired cocktails and craft beers.
In line with that, our tone of voice revolves around three main aspects: sophisticated, inviting, and evocative. We want to be poetic and mysterious in our language while still matching the pace and culture of the city. Since it is a premium space, we do so while remaining charming.
Strategy
The essence of this project was born from the very soul of the space itself. Botany, standing over the vast expanse of Cubbon Park, inspired us deeply. In homage to the city and its cultural roots, we chose the 'champaca' flower as our guiding emblem, a symbol of beauty, resilience, and romance. We crafted a modern, hand-drawn illustrated logo with a speckled finish. The logo has a perfect balance of the raw, authentic, home-grown spirit, much like the culture we aimed to create at Botany. When paired with an elegant, premium logotype, it tells a powerful story. One that feels exclusive, refined, yet intimately connected to its origins.
Our aim was to make the audience feel the heartbeat of the city. This deep connection is reflected in our rich, vibrant colours: the lush greens inspired by Cubbon Park, the deep reds evoking passion and sophistication, and a touch of gold that elevates the entire experience, reminding us that true elegance lies in the harmony between luxury and authenticity.
