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BIRA91



THE BRIEF

Team: Dev Kabir Malik, Rashmi Gupta, Amrita Mohanty, Kruttika Susarla


​Year: 2015 - Present



Scope of Work:
Complete Brand Development


bira91.com

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.

WHAT WE DID

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.

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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.


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MORE WORK


Advaita
IDENTITY, PRINT, WEB  
Mobius
IDENTITY, PRINT  
The Sunday Guardian
IDENTITY, PUBLICATION  


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