Igloo Craft Beers

The Can. The Myth. The Legend.

In the crowded Indian alco-bev market, Igloo Beer stood out for its name (because , hey, what’s an igloo even doing on the tropical, sunny Indian peninsula side of the world?!), but the packaging left a lot to the imagination, resulting in fickle loyalty.

The task of the new packaging design was to have a distinct world that tied the name, the six unique flavours and the joy of that chilled sip in one fell swoop. With brewing styles and notes that went from Mumbai to Belgium, we thought of Igloo as a home that housed different mythical creatures. Inspired by legends, rooted in brewing styles, and hiding easter eggs, the packaging is a standout example of art, branding, and storytelling coming together seamlessly.

Each Igloo Beer flavour is more than just a brew—it’s a story in a bottle, where mythical creatures meet the art of brewing, executed in tribal Alaskan art-style that’s as refreshing as the beer itself.

Meet Tonki, the sharp and swift barracuda, representing the vibrant marine life of the Konkan coast. With green hues pulled straight from the Konkan colour palette, this design for Igloo’s Konkan Beer nods to the region’s lush landscape. And because this is a rice beer, you’ll spot elements of the rice crop woven into the illustration—because, why not?

Say hello to the Chimbori Crab, a native of Mumbai’s coastal waters. With a splash of blue inspired by the Arabian Sea, this crab is more than just a local—it’s a symbol of Mumbai’s hustle and bustle. Hops make a cameo here on Igloo’s Mumbai Daze too, since they’re the heart of this brew.

Soar with the Common Kestrel, Belgium’s national bird, embodying the clarity and precision of Dabble Dubble, Igloo’s Belgian ale. Yellow accents, borrowed from the Belgian flag, give this design a vibrant kick. And if you look closely, you’ll find sugarcane tucked into the illustration, sweetly hinting at the beer’s flavour notes.

Guzzle Igloo’s Heavy Hitter down with the Grizzly Bear, a powerful symbol straight from Russian folklore. This bear doesn’t just roar; it resonates with the strength of Russian culture, just like the stout. The design is punctuated with blue from the Russian flag, and you’ll find barley—one of the beer’s key ingredients—woven into the artwork.

Spot the Arctic Fox, a creature as clever and resilient as the beer it represents. With ice-blue tones inspired by the Arctic, this fox is all about finding the balance—just like Igloo’s Wit and Wisdom. Oranges sneak into the design, echoing the zesty notes that make this witbier stand out.

Finally, there’s the Wolf, a creature steeped in the fierce legends of the Germanic and Norse peoples. With a bold orange that mirrors both pride and the colour of Igloo’s Hefeweizen, Happy with Sin, this design captures the untamed spirit of the wolf. Wheat stalks are subtly woven into the illustration, nodding to the beer’s wheat origins.

The unique depiction of every style that blends roots, region, and the brew; along with the contrast of the bold and geometric illustrations against a stark background; made the packaging eye-catching whether in a pub, club, or on a retail shelf. But more than that, the refreshed design turned Igloo into the cool topic to talk about at every hang. As people narrated the tales of the mythical creatures and brewing origins, they unknowingly became the brand’s evangelists. This buzz led to a surge in sales, solidifying Igloo as the ultimate mark of cool among beer drinkers in the Indian market.

With the new Igloo, you’re stepping into a cool, mythical realm, where the art of storytelling meets the craft of brewing. Igloo is a nod to its drinkers – the originals who appreciate the finer details, making them the embodiment of cool in every sense of the word. After all, with Igloo, chilling is just the beginning.