Umami
Brew
Beverage Packaging
Bottle Design
Commercial Project
Junglegym LLP
2021
Developing a visual language for Umami Brew as well as a packaging system for their range of kombuchas.
About
Founded in the city of Pune, Umami Brew is one of India’s fastest growing kombuchas. They aspire to eliminate the sugary and unhealthy aerated drinks as India’s answer to growing soda addiction around the world. The brief was to develop a visual language for umami brew as well as a packaging system for their range of kombuchas.
Insight
Since Kombucha is a relatively lesser know beverage in India, we decided to portray it as a fusion beverage. After exploring various visual routes we went forward with the idea of showing umami brew as something abstract which is depicted by the inability to properly draw what the ingredients are in it. The brand doesn’t tell you what it is but hints at what it can be. The indescribable, that is Umami Brew.
Bottle Design
The client wanted a proprietary bottle for umami brew so I was presented with an opportunity to create a bottle from scratch.
I designed a 250ml retro soda bottle to give it a classic feeling. The pattern on the bottle consists of 1mm dots which have been embossed to give the bottle a bubbly feeling and has the logo embedded in the bottom pattern to make it more proprietary.
Before sending for production these were rendered on Rhino to verify the volumetrics of the bottle.
Changes by Junglegym
After my departure from Junglegym, the project took some new directions. While the core brand concept of "indescribability" remained intact, the label illustrations were later revised. However, the bottle I originally designed was still taken into mass production.
Below given is a comparison of the original branding, (before the rebrand) my designs and changes by the studio.
View the full case study on Junglegym’s Website.
This project was done as part of my undergraduate final year graduation project in 2021.
Mentored by :
Nikhil More, Creative Director at Junglegym
Ranjana Dani, Faculty Mentor at MITID Pune
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