Desi Brews is a fictional brand that aims to promote Indian based liquor over IMFL and other foreign alcohol brands. The first product under their belt is the Ladakh based rice beer called Chhang. A traditional drink served during festivals, marriages and joyous events, Chhang is a popular drink amongst the locals. Its inclusion in many ceremonial offerings places it in the heart of Ladakhi culture.

The Hemis Festival of Ladakh has inspired the visual language for the project. This festival is a celebration of the birth anniversary of spiritual leader Padmasambhava. The Himalayan monasteries that are usually a quiet spot come alive with these festivals. Dressed in colourful, bright and elaborate costumes, the Ladakhi lamas move rhythmically with the live music.

Consciously breaking away from the masculine monotony of the beer world, the visual world is bold, playful, cultural and energetic. The two visual characters created for the brand are based on the masks used in Cham dance and snow leopards found in the region. The colours are vibrant and youthful characterising the adventurous taste of the new generation.