First Woman and Indian-Owned U.S. Brewery Opens with VFC Branding
Amruth means “Divine Drink” in Hindi and VFC borrowed from tradition
BRANDING
VFC packed the Amruth Brewing Company brand identity with a powerful punch of personality and an image that extends a wink and a nod to the first Indian-owned, woman-owned craft brewery in the United States. This microbrewery with two locations intends to brew and distribute authentic craft beer styles to a network of Indian restaurants and others. VFC developed the name, corporate identity and brand standards, yielding a fun collection of Eastern-inspired images. VFC accentuated the Indian theme with multiple illustrations and patterns that this client used on signage, glassware and a website in development.
NAMING & TAGLINE
After copious amounts of research, VFC presented a naming report to the nano-brewery which included nomenclature for the business as well as beer names. Amruth’s first beer was a pale ale called Mahila which literally means “female” in Hindi while it was followed by a golden lager called Sona which means “to sleep.” The tagline invites beer lovers to literally try Amruth’s delicious beers while discovering the divine drink.
PACKAGING
Amruth will be canning their beers and VFC developed a solution for the nano brewery that is both economical and compelling. Clear labels allowed the label to feature a scalloped edge while black text allowed the product brand to be weighted heavily while the corporate identity is showcased in color. An intricate mandala background design is a subtle nod to the culture of the beer’s maker and target audience.
