One of the key challenges was that the client does not think advertising fits with the Dishoom brand. So we needed to find a different way to achieve the business objectives while remaining true to the brand's persona of being authentic, quirky and individual.

One of the key challenges was that the client does not think advertising fits with the Dishoom brand. So we needed to find a different way to achieve the business objectives while remaining true to the brand's persona of being authentic, quirky and individual. The story plates were an ideal way to do this.

The plates were widely featured in on and offline design publications, on radio shows and in a special showcase at The London Design Festival, attracting more people to Dishoom. The stories proved so popular with customers too that we created a microsite and postcards to allow them to create their own story plates. Over 150 unique anecdotes are now in circulation. Business-wise; Dishoom has seen a 46% increase in covers since the project began.

Due to popular demand, Dishoom are making copies available for sale.