Thinking for a Brewery…
Popular Choices don’t impress us, but original does. We believe in it, seek for it, and create it. Brahma Brews was obtained in one such pursuit of seeking the original.
The origins of thought lie in striving for a universal science, combining mysticism, aesthetics and the more rational sciences to all embracing system of knowledge true to the Hermetic1concept of “As Above, So Below”.
Every journey that we embark on creating identity for brands is fascinating, a perineal equivalence of Macrocosm and microcosm and Brahma Brews branding was both fascinating and enlightening.
Surprisingly, or as it was destined to be, the promoters were eager to walk the distance and tread the unknown in pursuit of the – the original. The moment we realized that; we were on an endearing journey.
Keeping out the popular choices
The pub city had too many breweries dedicated to making an impression with make belief origin through adaptation of German, American or Irish acronym. Such a name should have been a walk in the park had we decided to go with the herd, but we did the contrary of creating an identity that would be true and stand out in the clutter of western adaptations. The brand identity had to be one that resonates with brewing original beer locally. As we did; the crew at Brahma Brews wore their heart on their sleeve too.
‘Creating the original’, the phrase held the key to the brand’s inception and chartered the future course of character building for the brewery.
Brahma…Beyond the mythological denotation of divinity, the name resonates with creationand resounds passion– two beliefs on which the brewery was built. There needed no second thought, no inhibitions or apprehensions, because nothing else would have imbibed in like “Brahma” for the brewery.
Lending ideas into Architecture and Interior Design
The architectural design brief from Harry & Louit brought in elements which were earthy and unexplored. A lily pond and vibrant flowering plants that beautify each corner transformed the place into a different world while being at the heart of South Bengaluru. Pushkarini2, fountains and seating designed to celebrate the sunny skies and starry night, we knew the space was going to be more than a picturesque location.
Interiors on the other hand, exhibit art at it’s best. From the beer tap artwork illustrations which are taken onto the walls to screen printed tiles, art has found it’s cozy space at the brewery.
What we knew, as said earlier, was that the brewery was not created to be just any picture perfect location. But to journey beyond the sky and stars to be in the cosmos.
Brahma Brews as a brewery had raised itself to be a universe with each element becoming objects of a truly original thought.
As an unknown wise being once said, the creator is joyous when the creation serves the purpose.
1 Hermeticism, a magical and religious movement stemming from the teachings of Hermes Trismegistus
2 Temple tanks are wells or reservoirs built as part of the temple complex near Indian temples. They are called pushkarini, kalyani, kunda, sarovara, tirtha, talab, pukhuri, etc. in different languages and regions of India. Some tanks are said to cure various diseases and maladies when bathed in.[1] It is possible that these are cultural remnants of structures such as the Great Bath of Mohenjo-daro or Dholavira,[2] which was part of the Indus Valley Civilization. Some are stepwells with many steps at the sides.
(Source Wikipedia )
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