DLF Avenue


A brand new identity and launch campaign for Delhi’s latest landmark.

DLF outside
DLF Basketball hoop

DLF Avenue is a bit different from the average Indian mall—a good thing, considering that Delhi has over a hundred of them. If anything, it’s closer to a town square than a straight up shopping centre, a cultural space that’s rooted in community and informed by local culture.

DLF tote bag
DLF Safomasi
DLF floorplan
DLF Stationery
DLF newspaper ads
DLF billboard

For its identity, we took inspiration from the space itself—the architecture of DLF Avenue forms a strange little Z that we turned into an instantly recognisable icon. The new brand identity was the start of an extensive design system that tackled every last detail, ranging from the interior of the space to collaborations with local artists and designers.

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