Bon Marché Dash
Brand Design
Bon Marché Dash is a sub-brand developed to extend the Bon Marché retail ecosystem with a strong focus on convenience and speed. This project centred on creating a distinctive yet cohesive brand identity that aligns seamlessly with the Bon Marché master brand while clearly expressing Dash’s purpose.
As part of a growing brand family, Bon Marché Dash needed an identity that felt instantly recognisable and connected to the parent brand, while also establishing its own visual language. The challenge was to design a flexible system that could scale across multiple applications without losing clarity or impact.
The logo identity was crafted using Bon Marché’s existing core design elements, including its colour palette, typography, iconography, and layout principles.
These elements formed the foundation of a structured design system, serving as consistent building blocks for the development of the Dash identity.
The design concept draws inspiration from the fast and convenient movement of shoppers. The Dash wordmark was constructed by combining multiple visual elements to create distinctive iconography.
A two-tone colour palette was used to activate the design, carefully shaping negative space to form an arrow-like “D”, symbolising direction, speed, and efficiency.
The resulting identity strengthens brand cohesion within the Bon Marché portfolio while giving Dash a clear and energetic presence—positioning it as a modern, convenience-led retail solution.
