ALCOBEV:
SIMBA
​
THE PRODUCT
Made for the finely crafted. Simba is a beer born in the heart of Chhattisgarh. It's not brewed for sommeliers or snobs, but for those who drink with their gut. Just bold beer from the wild, for the pride.
​​
THE GOAL
Taking everything Simba has been — and cutting the noise — the goal was simple: to build something real. Something that speaks to the truth of the brand and the people behind it. Nothing extra. Just what matters.
​
THE PROBLEM
After 8 years of trying different things, Simba had been through a lot — from starting out in craft beer to backing homegrown hip hop. But with time comes reflection. And the question was simple:
Who are we now? Who do we want to be?
​
MY ROLE
Everything, almost. My creative partner, Joy and I were in it start to finish — from digging into research and shaping the strategy, to building the concept, writing the copy, directing the shoots, scouting models and locations, setting up lights, and running post. I did everything but press the shutter and grade the final frames.
THE SOLUTION
​
THE CCI
​
Most alco-bev brands fall into two buckets: either chasing fake luxury or playing the laid-back bro. Beer, especially, is still boxed in as a man’s drink. And usually, just one kind of man.
With Simba, we wanted to change that. To show a new kind of masculinity, one that's grounded, open, and built on community. Strength that doesn’t shout. Pride that doesn’t gatekeep. It was about building something real, a platform that brings people up, not puts them on pedestals. We weren’t just shaping a brand. We were building the stage together.
Roaring for more. For better. For all of us.
THE IDENTITY:
A GENUINE
ROMANTIC
DESI
THE DRY
ELDER
BROTHER
CHAMPIONING
THE ROOTS
TONE OF VOICE
​
Nielsen Norman Scale:
Funny vs. Serious (55:45)
Casual vs. Formal (60:40)
Respectful vs. Irreverent (75:25)
Matter of fact vs. Enthusiastic (60:40)
Tone Pillars
-
​People of the Jungle
-
Walk on the Wild Side
-
Finely Crafted
​
Brand Character:
Character - Guiding, ambitious
Tone - approachable, authentic
Purpose - Champion, Amplify, Catalyse
Visual Identity
​​​
​
​
Inspired by East Asian neo-noir romanticism, where space becomes character and colour carries emotion, Simba’s visual language borrowed these principals for an Indian audience. We played it bold but we stay grounded. Always.
We crafted three distinct visual systems, each aligned to a core communication pillar. Individually expressive, yet part of the same rhythm—a unified structure built to hold raw, textured visuals and an honest, human tone.
​​​
The Work​
​
The work ahead brings these pillars to life through product shoots, lifestyle imagery, new IPs, and everything in between.
I’ll let it speak for itself.
The Product
​​​
​
​
Where it all begins.
​
POST COPY
​
Wit comes to those who take the chance.
​
POST COPY
A walk you can’t help but remember.
​
POST COPY
​
The grass is always greener on our side.
​​​​
​
​
How we live it.
The Lifestyle
​
POST COPY
​​
A cut above the rest.
​
POST COPY
Hard work on the line.
​
POST COPY
​
All eyes on the pack.
​
POST COPY
Chase the dream. Risk the fall.
​​​​​
​
​
How we take it ahead
The IPs
​​​​​First Time with Simba
An IP I helped launch that's all about taking risks and doing your firsts.
​
POST COPY
​
The best time to act was yesterday. The next best? It’s coming up.
​
POST COPY
The bold don’t wait for the right time. They press forward.
​
POST COPY
​
New isn’t comfortable. That's why it’s worth it.
​​​​​Culture Collaborations
Our collaborations with actual homegrown artists or our concerts championing them.
​​​​​Brew Off
From crafting the strategy for the craft beer competition to the campaign for our winner.
​
POST COPY
​
A new contender is entering the arena. For a taste, stay tuned.
​
POST COPY
Born in the ring, brewed for the bold. Los Pablos is out now.
​
POST COPY
​
A new contender is entering the arena. For a taste, stay tuned.
That's it. Some of the work that increased our engagement by 100% and follower count by 33%.
Buy me a pint, and I'd love to tell you more.