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.

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Wonky is the feet on the ground, face to the blue sky asking: what limit?

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

– Jack Scott, Co-founder

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Building a brand that's more than just the product.

DASH make drinks with discarded wonky fruit and veg. They’re passionate about their sparkling product, but their personality was falling flat.

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.

The challenge was to transform them into a 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 Insight

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…”

So we gave DASH 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.

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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.