DASH

Think different, do different.
Embrace Wonky.

Storybook Positioning
Tone of Voice

We took DASH's 'Water. Bubbles. Wonky* Fruit' and spun it into a brand concept called The Wonky World View.

Wonky thinks different, does different, does more for people and the planet.

When you look with the Wonky World View, you see potential everywhere.

Find magnificence in the mundane. See the aluminium lining in the things that go awry.

Hover over the images to learn more

Wonky is the feet on the ground, face to the blue sky asking: what limit?
Think like a sponge and daydream like someone who never knew there was even a box to think out of. Only opportunities, never problems.
You don’t just see the good, but you really taste it too. Wrap your mind and lips around a life inspired. Drink up.

Amazing, incredible piece of work. You’ve enabled us to become authentically DASH.

– Jack Scott, Co-founder

The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict

The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict The Conflict

Building a brand that's more than just the product

DASH make drinks with discarded wonky fruit and veg. As a category leader, they were getting a lot of things right.

But to win key distributions, along with the hearts and minds of more consumers, they wanted to find a voice and personality that would build a world around their brand. In the workshop we discovered that their customer – creative DASHer’s and DOer’s – have high standards. They’re too in awe of life to waste a moment on second best or sacrifices. They believe, when something isn’t good enough, “there’s always a better way…”

Their challenge? To be the brand that inspires DASHer’s and DOer’s to find a better way. We infused the DASH product truth with a squeeze of Sonder & Tell’s storybook strategy, and found a positioning to show DASHer’s and DOer’s how we see the world.

The Voice

From wonky fruit to Wonky World View

The Wonky World Viewer has the get-up and anything goes, so long as it’s not bland and boring. Catch them at home and you’ll see a riot of globe-trotting mementoes, photos, dashed-on murals and thrifted finds many would trash. Here, they feel like art. The what-ifs and whys flow freely, because the Wonky World Viewer has never met someone or done something they couldn’t learn from. Never boasting their successes, just going with the flow that buoys them. Always asking what’s next? Their confidence is inspiring, curiosity infectious, and their thirst for life: unquenchable.

To them, DASH say: come, take a sip. DASH delight with a fresh take on flavour. Open minds and catch eyes with the unexpected. Uplift and inspire. All while keeping things real.

The Review The Review The Review The Review The Review The Review The Review The Review The Review The Review

The Review The Review The Review The Review The Review The Review The Review The Review The Review The Review The Review The Review The Review The Review The Review The Review The Review The Review The Review The Review

A Spirited Future

DASH now have a voice and concept that gets everyone’s minds bubbling with inspiration. A North Star to not only guide the team on how to speak to their customers, but a new perspective that they infuse into new product launches and campaigns.