In the first decade of 2000, liberalization was percolating into India and changing consumer behavior, availability of products and services as well as the market. Earlier, going to a bar or a pub meant shady places with sedated bartenders where people went for a drink and were discreet about it. Since drinking was considered a vice, visiting bars and pubs was looked down upon. Hence, a lot of people who would otherwise go to a bar, did not. Hence, the concept of a bar was very limited. Sports was also limited to cricket and was usually watched at home with family and friends.

Challenges and Opportunities

The sports frenzy had to be brought out of homes and into places buzzing with energy. People now were willing to experiment. The idea of a chain of sports bars in the country offered a fun place to come to after a grueling day's work, unwind, enthuse over a drink or two and take in the vibrant environment. The format was far from the redundant dark and dingy pubs. It was the kind of happening place one could frequent with family and friends and indulge in sports recreation. The environment exuded the contagious energy that comes with watching a match with a large number of fans cheering. Our client wanted to give 'going to a bar' a whole new meaning by establishing 'All Sports Bar' as a sports entertainment hub. The name of the brand 'All Sports Bar' was used to tell people they catered to sports events as well.


We weighed all the possibilities and after thorough research went for a bold and sporty font over a flying curvature shape that resonated with the sports angle of the bar. To give it an iconic look, we used furling flags on both sides of the font, the flag giving off a feel of triumphant victory as well as fun and cheer. We used a combination of striking red and black colors, the red exuding passion and the black lending the image stability and class. The brand was given an up-beat and youthful tagline, "Eat. Drink. Watch Sports', which showed off the betrothal of a bar and sports concept. We knew this tagline, which sounded like a mantra, would catch the attention. To go with the image of the brand, we took the theme to servers' uniform, tablemats, coasters, bill book, tent card and a specially designed tabloid menu that changed every month. A unique website full of news and views on sports from journalists and experts. It was a very original concept and with the creativity inculcated in to present the brand with its core values, it stood out of the crowd.

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