Beyond Your Wits: A Limited Edition Packaging for Great State Aleworks' 'Beyond Your Wits' Millet Beer
As part of their Millet Beer project, Great State Aleworks introduced 'Beyond Your Wits,' a millet beer crafted from unmalted Bajra and the zest of Gondhuraj limes, sourced organically and ethically from Indian farmers. This beer offers a local twist on Belgian Witbier, with Bajra specifically sourced from drought-affected areas of Maharashtra, requiring minimal water and no pesticides or fertilisers, making it ideally suited for our soil.
The #milletbeerproject aims to boost demand for millets and support farmers, leveraging their expertise accumulated over generations in growing these grains.
Great State Aleworks invited us to design a limited edition packaging for their special brew, 'Beyond Your Wits.' The label needed to prominently state that it is a millet beer made from Bajra sourced organically and ethically from Indian farmers. Observing beer labels in the Indian market, it was evident that our label had to strike a balance between simplicity, boldness, and a touch of playfulness while retaining a serious tone. Thus, we opted for a straightforward label featuring a hand-drawn growler and hand-lettered text. To enhance visibility, we kept the design monochromatic and introduced a distinctive shape to both the front and back labels. Collaborating with PritamArts, a screen print studio, we utilised screen printing to produce these labels. We also created merchandise such as t-shirts and coasters featuring the same design.
Team Bombay Duck Designs:
Zeenat Kulavoor and Sameer Kulavoor
Printed by: Pritam Arts
Team Great State Aleworks:
Nakul Bhonsale and Insia Lacewalla
2021