repeat—through its infinitely looped name and cheeky nod to Indian customs.
Responses by Bhupal Ramnathkar, creative director, Umbrella Design
Background: Repeat Beer is a premium strong beer, rich and malty with a strong earthy aroma. It was crafted to suit the Indian palate, keeping in mind their taste for strong beers. The product was slated to be a young, lively and fun brand of beer with the power to tantalize the senses and compel repeat sales. The beer is aimed at a younger Indian audience that doesn’t care for aged traditions and the heritage of comfortable old brands. They are looking for a brand with a unique identity that can be their own. Umbrella Design was tasked with creating a brand name, identity and packaging for the brand.