In 2020, AB In-Bev acquired a Bengaluru-based brewer whose Indian-inspired takes on craft beer had already established themselves as local favourites.
Seven Rivers needed to stand out in a market that was fast saturating—both in the country’s beer capital and beyond. I conceptualized their brand identity.
From the get-go, AB InBev were sure they wanted a distinct ‘silhouette’ as an identifiable part of their logomark, much like the iconic bowtie of their main draw: Budweiser. We kept this requirement as the first step towards the new identity. But there was also the matter of the name.
To Drink A Name:
Craft beer branding tends to take one of two directions. Beers are either named for the geography of the brewing location, or are named for some conjured character.
’Seven Rivers’ was an elegant example of the first camp, referring to India’s classical epithet and alluding to the truly homegrown nature of the beer’s ingredients and flavours. It only made sense to round out the name with a contemporary, minimalist take, and thus balance a poetic name with an accessible touch.
As a complement to this geographical reference, then, we went with a sleek imagining for the logomark. The septagon became a recognizable holding shape—seven lines each representing India’s great ancient rivers.
The first-ever Seven Rivers brewpub at the Taj Hotel, Bengaluru.