Kati Patang

BRANDING AND PACKAGING DESIGN

Within India's craft beer segment, a trend of mirroring communication strategies emerged in the wake of market leader BIRA's success. This resulted in a saturation of similar target audience, visual style, and messaging. To rejuvenate the segment, I opted for a divergent approach, strategically shifting focus from the exuberant youth demographic. Instead, I targeted an older audience, crafting a message that exuded tranquility and introversion. The brand personality projected an air of sophistication without pretension, forging a unique identity that stood apart from the prevailing trends. This innovative strategy aimed to invigorate the market and resonate with a discerning consumer base seeking a refined beer experience.