Moonshine Meadery Is Inspired By The Oldest Form Of Alcohol

Moonshine - India’s first meadery, brought us in to rebrand and design a new packaging system for their range of meads. Their pre-existing brand identity and packaging (well received by patrons and critics alike) was facing a peculiar problem at a retail level. Shop keepers were referring to their meads as “M-M” rather than moonshine due to the pre-existing branding and packaging. Our primary objective with the rebranding and packaging was to fix this issue.

Our new branding and packaging system kept artists at the centre of the brand. We aimed to harness the creativity of the numerous talented artists from India. The artists were strategically chosen and provided a template along with guidelines that maintained a certain level of brand continuity while keeping each label unique. At the centre of the label system is the primary logo unit of a white circle that represents the moon. Artists were briefed to use the moon in creative ways while telling the story of the flavour.

Every artist was encouraged to express themselves and bring to the label they're own visual style. To allow for such versatility we needed a brand identity system that would work with a multitude of graphic styles. Hence the use of the a classic such as Neue Haas Grotesk. Moonshine’s use of this typeface empowers its short, fun, crisp messaging. From taking heart-piercing digs at bitter beers, to talking about the positive impact of mead on ourenvironment, a versatile typeface like Neue Haas does it all. The brand colour palette too was intentionally designed to be basic by using elements such as silhouettes and icons so as to not overshadow the label art.