Pouring maximalism
- Brand ethos
- Brand identity
- GTM packaging design
The client, Associated Alcohols & Breweries Ltd., wanted to launch Kultur for its entry into the rapidly growing hard seltzer and Ready-to-Drink (RTD) category. This called for brand packaging design that would catch the Gen Z consumer’s attention and reflect the drink’s bold flavours and refreshing drinking experience in a highly competitive space.
The launch demanded a brand identity and packaging design that would cut across each of the five distinctive flavours’ appeal. From a tropical Mai Tai to a nuanced Juniper Triple Sec, each of the variants’ packaging must align to a common identity while holding on their own. This called for a visual language that was both, big on personality, and fluid in its expression.
We proposed a brand language that was rooted in the ‘Live Free’ philosophy espoused by the Indian Gen Z and inspired by the proposition of Kultur – a contemporary, refreshing experience centered around individuality. This led to a brand design application that borrowed heavily from maximalism to create a disruptive visual experience. The result? A lifestyle signal, not just packaging that stands out.
“A brand’s packaging is often the most pivotal touch point when it comes to consumer perception. In the case of Kultur, the brief was coinciding with its launch in a highly promising and competitive market. This demanded a brand identity exercise and a visual language that was boldly authentic and spoke to the consumer psyche over all else. We conducted a series of strategic exercises to arrive at a brand identity ecosystem that went on to guide the visual rendition.”
The brand identity and packaging design led to an effective market launch for Kultur, earning:
