The challenge was to develop a package for a ready-to-drink brand that would be perceived as a high quality drink, in a category that is typically associated with inexpensive products. Indie Spirit had to gain positioning in a higher quality segment, since it offered sophisticated cocktails such as gin-tonic and moscow mule.

 If our client wanted to disrupt the industry , the product’s branding had to be different and go against the current in order to create its own sub-category. This helped Indie spirit represent an autonomous and free spirit. In its new sub-category, Indie Spirit´s alternative identity and independent soul was revealed.

The brand’s graphic identity is inspired by India’s culture. We wanted the brand name to reflect the looseness of life´s bonds and to rescue one’s spirit from its usual attachments. The eye icons represent an awakening to a greater state of consciousness, linked to self-discovery, which leads to freedom of doing, feeling, and living life. We used screen printing directly on the bottle to highlight and take advantage of the format. The different screen printing techniques vary throughout its two product lines: vodka-based drinks and gin-based drinks. The flavors aredifferentiated by the color of their label.

The result is a fresh and innovative brand which created its own sub-category. It’s a salute to autonomy and independence that looks to connect with an audience that is in search of new experiences.