Mumbai Bad Boy
brand identity, packaging
In collaboration with The drawing room (for Tamarind Drinks)
Mumbai Bad Boy is a new Indian craft beer range born in Norwich, United Kingdom. The Drawing Room commissioned me to create the brand's visual identity and packaging for the product.
Designed to pair with spicy Indian food, Mumbai Bad Boy aims to reflect the vibrancy and liveliness of the Indian culture.
Adobe Design Achievement Award 2018 semifinalist for commercial packaging design
Indian truck drivers have to go for months on the road delivering goods around the rural areas of the country, hence their trucks are usually colourfully painted with things that remind them of home, carrying the personality of the driver. Inspired by these vehicles and being a UK-based Indian beer brand, Mumbai Bad Boy positions themselves to capture the sentiment of "home away from home".
Mumbai Bad Boy has a vibrant colour palette and each product is assigned a main colour for the three-product brand. Combining the colours with self-illustrated Indian motifs and characteristic typefaces, they form the personality of the Mumbai Bad Boy brand.
