India has a vast array of traditional alcoholic beverages, as diverse and fascinating as its culture. These indigenous brews are prepared using ingredients locally available in their native region. Considered at a global level, these are some of the most distinctive beverages. These have great cultural significance to the community and are an important part of many celebrations, and are often offered to the local gods! However, over the years, these have earned the unfair reputation of being ‘cheap countryside liquors’ or desi daaru, and go unexplored by most.
Arq is a concept project, envisioning a brand that produces high-quality traditional Indian liquors, with an aim to present them to the world as unique and intricate beverages and give them the recognition they deserve.
MY ROLE: Branding, Visual Design
Brand concept, Logo Design, Packaging Design, Website UI Design
Brand concept, Logo Design, Packaging Design, Website UI Design
‘Arq’, is derived from the Sanskrit word ‘arka’, meaning essence. The beverages symbolize culture, celebration and the spirit of community.
Different traditional motifs on clothing, characteristic of each beverage-producing community, inspired simple geometric patterns and corresponding colours, which are used across various touchpoints.
