Who doesn’t love it when the logo you made is now all live, embedded in the facade, and the branding you created is still a talk of the town? So, that’s the magic we weaved for Two and a Half Mile…

In the ever-growing cafe scene of Siliguri, standing out can be a daunting task. We, Primsy India came on board to help Hiteshi with a crucial mission: create a brand that stood out in Siliguri’s buzzing cafe scene. So, let’s see how the brand, “Two and a Half Mile” was built!

The Name Game

Hiteshi, the mastermind behind the venture, wanted a brand that carved its own path, separate from her celebrity status. She threw in a name – “Two and a Half Mile”! “Ahm, but are you sure?”, we asked. After conversations on how “Dhai Mile” has always been a local lingo pointing out the place it’s located in, we had our thumbs up on the name. It perfectly captured the location and had a quirky charm, but now, we had a unique challenge on our hands. The Logo & Menu!

From Coffee Cup Cliches to Milestone

Forget the usual coffee cup logos! We knew Two and a Half Mile deserved something special. We brainstormed until our heads spun (okay, maybe a few too many coffee cup variations!) & after rounds of sketches, we hit gold – a logo that cleverly used a milestone as the centerpiece, a nod to the cafe’s location. And a splash of pink! That’s a secret wink to Hiteshi’s fans who know her love for the color. So, that’s how we came up with Two and a half Mile’s Logo which carried the essence of the place with the milestone element and the essence of Hiteshi with the color pop of pink!

After the logo, our team and Hiteshi started brainstorming on the designs and requirements of the menu. After much discussion and so many trials and changes here and there, we came up with a minimalist white menu with a touch of leaves to keep it lively. So, now… when the basics were sorted, we jumped into creating the buzz…

From Building the Buzz to the Sweetest Success

Starts the juicy part. We started by dropping hints on social media about an exciting launch in Siliguri, yes, without revealing the name! Let’s just say, the local foodies went wild with speculation! This location-specific mystery generated a ton of anticipation, and by the time we unveiled Two and a Half Mile, everyone was buzzing. Sure, seeing Two and a Half Mile become the fastest-growing restaurant page in Siliguri with the fastest 1,000 organic followers in no time was pretty cool. But the real win was creating a cafe that became the talk of the town. People were FOMO-ing if they hadn’t been there yet! From making their English Breakfast a social media darling to keeping the copies and graphics of the campaigns on point, the food & branding of Dhai Mile came on everyone’s lips, literally & figuratively, both!

Now that you’ve been reading us all this while, visit Dhai Mie’s instagram page:
https://www.instagram.com/twoandahalfmile?igsh=MXdmY2Jxd25vNnUybQ==

Even today, when people compliment Two and a Half Mile’s branding and marketing, and they’re curious about the team behind the magic, we, with a big big smile say- “That was us”!

We take immense pride in knowing we helped Hiteshi launch a cafe that not only serves delicious food but also brings a smile to people’s faces.