In India the light beer category basically meant low alcohol beers. Bira 91 Light wanted to deliver a premium refreshment light beer that would fit within the active lifestyles of today's consumers. A refreshed and reformulated light & crispy beer Bira 91 with 80 calories and 3 gm carbs, demanded a refreshed packaging and positioning.
The evolution of the packaging design for Bira 91 light included – a reimagined cloud unit which emphasised on the calories and carbs in-take and contemporized graphic pallette. The silver base of the can depicts it's a low calorie offering. The mascot sailing over the mountains on a cloud completes the story of lightness and freshness, giving the packaging a very strong visual language that can be extended across mediums.
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