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Dhaba Consulting is a rapidly growing digital consultancy located in Munich, Germany that delivers human-centred and inter-industry solutions through the means of digital design, Flutter, AWS and Blockchain technologies. Next to budding entrepreneurs, the company strives to support CIO and CTO officers in large enterprises by solving their innovation challenges using state of the art mobile and cloud technology to create a delightful user experience.
Dhaba Consulting, born during the COVID-19 pandemic, faced the challenge of establishing its brand identity and online presence in a highly competitive landscape. Our objective was to develop a distinctive brand identity and style guide that would facilitate the company's growth, foster collaboration, and serve as a solid foundation for the future. Given the ambitious fundraising goals, it was crucial for the brand to convey a sense of significance aligned with its mission.
Dhaba Consulting is kind of a tricky brand since it's a new company and doesn’t have a clean cut marketing formula to follow. Unlike traditional consultancies focusing on Fortune 500 companies, Dhaba Consulting's clientele consists of small businesses, single-unit establishments, and startups that encountered significant digital challenges during the pandemic. To effectively communicate with these customers, we undertook comprehensive research and interviews to gain a deep understanding of their needs and preferences. This knowledge guided our approach to crafting a tailored brand messaging strategy.
The core concept of the brand encompasses a harmonious blend of minimalism and boldness. To convey a contemporary feel and emphasize Dhaba Consulting's values of empathy, diversity, and integrity, a sans-serif typeface was carefully selected. Additionally, to reflect the compelling story of the founding team, composed of individuals from diverse backgrounds, a triangle shape was integrated, serving as a symbolic element. The color orange was chosen purposefully, representing creativity, passion, and the transformative impact that Dhaba Consulting aims to bring to the table.
The main logo consists of an icon and a wordmark and is minimal and sharp. The logo is well crafted and constructed proportionally. The Dhaba icon, composed of a circular and quadrilateral shape, carries a profound meaning. For this we studied basic shapes and used them in the logo to incorporate the meaning of integrity and community. The incompleteness of the circle creates room for creativity and outside-the-box thinking while the geometric shape of a parallelogram adds stability and trust to the brand.
For the typeface we chose Montserrat. It is used within the Dhaba Consulting logo itself and throughout the digital and print design. Montserrat is a geometric sans-serif typeface designed by Julieta Ulanovsky. It is well structured and has a great flow making it suitable for all types of media.
