We’d already created Repeat whisky when the brand came up with a beer. The beer, like the whisky is aimed at the young Indian who doesn’t want to drink what his dad does. Hence the bold approach to the packaging, a jumble of letters derived from the name, repeated randomly to create a bold pattern that distinctively stands out in the retail environment. The brand message is derived from the name Repeat, which comes from the very Indian custom of asking for a ‘repeat’ when a refill is due.
The design was shortlisted at the CA awards and also picked up a Blue Elephant at Kyoorius.