Breathe with Elmwood and Din

Elmwood and Din Associates have created Breathe, a new retail brand for telecommunications company Martin Dawes.

Breathe brings together new communications services and technologies at its pilot site in Leeds, opening on 1 November, and through a virtual store.

Elmwood handled brand identity and graphics, while Din Associates was responsible for retail interiors and the website design. It is aimed at the 15-35-year-old “adventurer”: not the type who likes the hard sell, says Martin Dawes sales and marketing manager Sean Gardner.

“We have created a spacious, uncluttered environment, which allows people to breathe. There is almost a spiritual dimension, associated with breathing,” adds Gardner.

The brand values are reinforced by a “discovery wall” running through the store, says Din Associates senior designer Paul Dean.

“We have taken a different tack here, emphasising the idea of technology as a voyage of discovery and education,” adds Dean.