Indian King is a premium lager beer, a brand born out of the founders quest to create an authentic tasting Indian lager beer to rival those already on the market.

After tasting what we were up against through customer focussed market research, we knew we could do better. So, after learning from the past and adapting to the modern, we supported our client through the whole product development and design process. Resulting in the creation of a refreshing lager that’s packed with history and an unmatched flavour. A beer that’s been unleashed to capture your attention – crisper, brighter and more aromatic than the rest.

The brands concept is built around the thought that Indian Lager has its roots in a beer-like drink called sura. This beverage was the favourite of the deity Indra – the king of the skies and gods in ancient mythology.

Famously, he fought the dragon Vritra, defeating the demon and ending its drought. As the legend goes, he was incarnated as a fierce tiger. Thousands of years on, we’ve created a drink which harnesses the power of this tiger to put an end to your drought.

The king is here.

The use of an Indian tiger character illustrated from a montage of Iconic Indian graphics helps not only personify the brand, but also brings strength, warmth and playfulness. A bold use of colour and a traditional Indian typography palette modernises a powerful identity drawing inspiration from the past.