It’s So Beer
Research and Visual Identity
Sobeer is a playful craft beer brand that bridges the gap in the Indian market by introducing bold and unique flavors like our cherry-infused red ale, Very Cherry.
Catering to adventurous drinkers, Sobeer is all about mixing fun with quality, delivering a lighthearted yet premium beer-drinking experience.
Software Used
Adobe Illustrator, Adobe Photoshop
Understanding Our Audience
Our survey revealed that 90% of beer drinkers prioritize flavor and aroma, but only 15% are familiar with Irish Red Ale.
Moreover, 40% of non-beer drinkers do not drink because of the bitter taste — 35% out of these agreed that a sweeter flavor profile and fun branding could convert them.
Market Gap
Our competitor research revealed that red ale is rarely available as packaged craft beer in India. It is only found in select breweries across the state.
Need-Scope Analysis
Being one of the first brands to sell packaged red ale in India, we wanted our beer to remain exclusive.
At the same time, based on the consumer survey — most non-beer drinkers agreed they are likely to try a sweet beer which comes with a playful personality, hence we focused on keep our strategy as a brand that’s approachable.
Brand Identity
Color Palette
The primary color for Sobeer has been kept as red to make it obvious to a new consumer that it is red beer.
To distinguish ourselves from existing brands like Budweiser’s red, we went ahead with coral red and supported it with other playful bright colors to keep in line with the brand personality.
Mascot
Pigs are often seen as playful and unpretentious, which aligns perfectly with Sobeer's approachable and light-hearted vibe. The mascot adds a touch of humor and uniqueness, making the brand more relatable and memorable to consumers who appreciate a little playfulness with their beer.
Pig Tail
Crafted with care, enjoyed with a grin.
Tone of voice
Sobeer feels like a friend - never too formal,
always approachable.
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Playful and witty
Balancing wit with a tone that feels approachable
Speak like a friend, make everyone feel welcome
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Over-the-top cringe humor
Formal, rebellious or stiff
