Launching a beverage in today’s market can present a complicated affair. For starters, no matter the category, it’s plenty crowded, and the competition is fierce. And, if you’re a yogurt-based beverage, like lassi, well, have you seen the dairy aisle?

But if there’s one way to set yourself apart from the pack, it’s having some pretty good branding.

Design agency Supercult worked with West Coast Lassi to help the brand differentiate its story through packaging. The result is an identity that blends South Asian vibrancy and West Coast cool, pushing conventional boundaries while staying true to its cultural roots.