The style guide explains the naming, color coding and pattern convention to be followed
To narrow down brand attributes and imagery
Main themes = irreverent, unconventional, bold, not afraid to stand out, makes a statement, values creativity, young
custom type design to denote specific brand attributes
Brand Narrative Development | Logo Design | Collateral Design | Brand Style Guide
A beer brand in India that promises to bring
the craft beer revolution to India at a national scale. 'Empty' (which was drawn from the founder's initials M.T) was to not have any intrinsic meaning, in the brand story.
Deep-dives and mood-board exercises revealed that the brand needed to be bold, irreverent, almost an upstart; but still be perceived as knowledgeable. It seeks to educate a near-nascent craft beer market - and that's what all the brand visuals work towards.