Team: Dev Kabir Malik, Rashmi Gupta, Amrita Mohanty, Kruttika Susarla
Year: 2015 — Present
Scope of Work: Complete Brand Development
We were contacted by B9 Beverages to strategise and design the identity, communication strategy and brand positioning for India’s first global craft beer — Bira91. It was a completely open ended brief and we were entrusted to give life to the brand. This is an ongoing engagement, which evolved from consulting us as a third party studio to an involved, immersive partnership*.
*Dev Kabir Malik is the Creative Director of BIRA91 and also a stakeholder in the company.
We began with the intent to create a creative lifestyle brand that was unorthodox & independent (and not just a product). We decided to make the name itself start telling that story by visually stating the intent of the brand right there — by flipping the ‘B’. This was then refined and redrawn as a custom logotype for greater recall, ownability, and because the 4 letters looked better this way.
We had the unorthodox and creative aspects covered, but we didn’t lose sight of the fact that it was a beer — it still had to be fun and accessible. We didn’t want the brand to take itself too seriously. So we introduced a monkey!
& the monkey did stuff! & became different people.
We added supporting brand elements to strengthen the overall message and here’s how it all came together.