Concept Brand + Packaging Design
Unique concept brand & packaging design for Xura - an authentic rice beer, originating in Assam.
Cans, as a format, are gaining in popularity and positive image thanks to increasing usage among craft brewers. Venturing into this exciting category, Xura, is an in-house concept brand & packaging design project that attempts to capture the essence of Assam in a unique packaging solution for authentic rice beer from the state.
Given the option to either use a real brand or create one, this project was made with the intention of showing how a concept and graphic style can be applied to create a packaging solution that can resonate with the uniqueness of its origin state, Assam. Xura, Rice Beer, based in Assam, is a fictitious brewery, created specifically for that purpose. A unique typographic brand style compliments the visual cues taken from Assamese art, textile, landscapes for the packaging design.