OneZeroEight

Launching the Existing Leading Brand to a New Brand

Services

Sector

Brand Launch | Identity Design | Marketing Collaterals

Hospitality

FC Road doesn’t need another café. The Deccan Bid Capital (TBC) entered as a reinvention — a premium café and bar where people bid on their drinks in real time. Built on the legacy of Apache, it’s not just a rebrand, but a completely new experience for Pune.

Challenge & Objective

TBC’s concept was both its biggest strength and biggest risk. A bidding-based drink model is disruptive it turns ordering into a game and an event. But if people don’t understand it instantly, the experience fails. The challenge was to make the idea clear at first glance while keeping the brand premium yet welcoming. The goal was to build an identity that made bidding feel natural, exciting, and self-explanatory.

Challenge & Objective

Challenge & Objective

01 - Brand Communication

We reframed the concept: instead of leading with technology, we led with the experience. The bidding mechanic remained the USP, but the real personality became the thrill of the bid - the raised hands, the competition, and the moment of winning. TBC was positioned not as a tech-driven restaurant, but as a place where dining feels like a game and every drink feels earned. This allowed technology to stay in the background while the energy of the experience shaped the brand - bold, vibrant, and impossible to overlook on a crowded street.

This design is typography based. The colors have been chosen intelligently and cue colors are usually associated with an
auction, to do justice to the business offering. A minimal and clean design language has been used in order to portray the
premium nature of the restaurant. A smart and aesthetical twist has been given to the identity to make it eye-catching.

#F26E30

Joy, Enthusiasm, Success, Change, Encouragement,
Freedom, Fascination, Stimulation, Happiness, Enjoyment, Expression, Determination

#0BAAAF

Refreshing, Calming, Sophisticated, Energy,
Wisdom, Good Luck, Friendship, Joy, Intuition

Due to their attributes, orange and teal form a perfect fit for The Bid Capital.

02 - Brand Collateral Designs

The overall identity of The Bid Capital Café and Bar was conceived to be designed in synchronization with its vibrancy and class, energy and spirit, fun and fancy. We have created the marketing collaterals for the brand. All the creatives and designs were used based on the brand guidelines created like fonts, colours and look and feel for The Bid Capital. Colours such as Teal Blue and Orange have long been associated with the bidding and food.

03 - Coaster Design

For coasters, we have created quirky lines and used creatives
which will be aligned with the brand guidelines. In the coasters
as well as in all the communication collaterals, we have used
inverted B as their identity.

For coasters, we have created quirky lines and used creatives which will be aligned with the brand guidelines. In the coasters as well as in all the communication collaterals, we have used inverted B as their identity.