Finely Crafted, Loudly Lived.
Design Strategy
A 10th birthday is an easy brief to overdo. More red, more noise, more of everything. The instinct here went the other way: restraint as the actual celebration. Less red, more black, fewer flourishes. A brand secure enough not to ‘perform’ its own milestone. That same restraint carried into Wild’s shoot: the imagery didn’t need to shout “new” to prove it was new, it just needed to feel true to what Wild already was.
A Stamp for 10 Years
The identity drew on Indian postal stamp design. Perforated edges, official-feeling type, a nod to Simba’s homegrown roots. Early directions reused the brand’s usual palette and bottle-cap asset directly, but the result felt like a reskin, not a moment. Too familiar to register as ten years’ worth of anything. One idea, a team favourite, replaced the zero in “10” with a ring of beer condensation. The idea was to show Simba “leaving its mark,” but it didn’t read clearly once built. What did land was a straightforward inversion of the brand’s own palette: black made dominant instead of red, so the red could do less and mean more. And using the top of our can as the zero — common across all our SKUs and simply stating what’s always been true of Simba, “Finely Crafted”
Shoot as Art Director
For Wild’s launch, the brief was simple. The imagery had to feel as wild as the name. Concept, moodboards, and shoot logistics were built around two distinct directions: hygiene shots, focused on craft and premiumness, and vibe shots, built around motion and adventure. Wild Beer as the thing that makes an ordinary moment feel alive. Shot with our in-house photographer, who executed the vision precisely.
Outcome
The anniversary identity now runs across cups and tent cards at every offline activation (most recently Serendipity Arts in Delhi) and across every influencer collaboration tied to the anniversary. The Wild shoot became the brand’s sole asset bank for the SKU, in use across PR and social, including a dedicated nine-grid Instagram launch. Internally, both were among the most well-received work of the year.
Reflection
Not every idea the whole team loves survives execution. And that’s fine, because the version that does often says more with less.
