Overview
My Role
Brand & Logo Designer
Method
Sketch Concepts, Logo Development, Color/Material/Finish
Brand
Azadi Brewing is a Chicago based brewery focusing on beers inspired by Indian culture and cuisine.
The Challenge
Azadi translates to freedom and is a craft beer company that celebrates craft in all its forms. Freedom has no boundaries and the aim of the brand is to showcase that sentiment from its branding, flavors and audience.
Brand Strategy
Iconic - The white “Gandhi Cap” (a popular item during India’s Independence Movement and still worn by the Mumbai “Dabbawala” - the famous Mumbai food delivery service that is Six Sigma certified and featured in HBR)
Minimalistic - Emphasize the idea of limitless freedom, a clean and airy design was developed. This also allowed the cans to stand out on shelf amongst the other ornate craft beer cans in a product category with significant variety.
Playful - Incorporating a fun and relatable character, inspired by the look and feel of everyday people in India
Artistic - Designs are limitless when it comes to patterns, colors and emotions brought to life.
Ideation Sketches
Style Guide
