Badmaash Beer - Logo and packaging design
We worked with Badmaash Beer to create a distinct and memorable brand that reflects its bold, unconventional spirit. From visual identity and packaging to campaign concepts and tone of voice, we helped shape a craft beer brand that stands out in the Canadian market — with strong South Asian influences and a modern, rebellious twist.
Toronto, Ontario, Canada
2024
Beer
Challenge
Badmaash Beer needed a brand that was bold enough to stand out in the saturated craft beer market — but still culturally respectful and relatable to the South Asian community. Balancing edgy design and irreverent tone without crossing into cliché or caricature was a key creative challenge.
We approached this by grounding the branding in real cultural references, then layering in contemporary design language and strategic copy. The result: a brand that feels fresh, fearless, and familiar — all at once.
Results
The final brand identity positioned Badmaash Beer as a standout player in the craft beer space — culturally rooted, visually striking, and built for social buzz. The design system and voice gave the team the tools to launch impactful marketing campaigns and build instant recognition across packaging, digital, and in-store experiences.
Process
Research and Analysis
We started by getting to know the heart of the brand — what “Badmaash” meant to the founders, who they were speaking to, and how they wanted people to feel when they cracked open a can. Bold, playful, a little rebellious — with deep South Asian roots.
Name, Voice & Positioning
We honed in on the tone: cheeky but clever, confident but not cringey. We defined what made Badmaash different from every other craft beer — not just flavour, but attitude. The tagline “Unleash Your Inner Badmaash” was born here.
Visual Identity
We translated that vibe into visuals — logo design, colour palette, typography, and a look that would stand out on shelves and Instagram feeds. Every element was built to reflect the brand’s fearless personality while staying clean and memorable.
Packaging & Design System
From can labels to coaster concepts, we created packaging that turns heads and tells a story. We also designed templates and assets so the brand could stay consistent across future campaigns, merch, and digital platforms.
Conclusion
Badmaash Beer was more than a design project — it was a chance to build a bold, culturally rooted brand from the ground up. From strategy to visuals to campaign thinking, we helped turn a big idea into a beer with real personality and presence.