“DeVANS Modern Breweries approached Butcher & Butcher with a new product development that challenges traditional concepts in beer. They created a fruit flavoured beer that would challenge existing category norms in the market. We worked closely with Devans to create a contemporary beer brand that would inspire a new generation of beer lovers in India.

We focused on a key aspect of the product to inform our design decisions and align our design thinking, and from this created two guiding principles:1. Challenge Tradition 2. It should still look like beer.

The design direction came from the name itself, with Perintö being Finnish for heritage. From here we subtly combined other European and Indian iconography to create a postmodern collection of elements; challenging tradition and expected juxtapositions of cultural iconography. The Perintö personality is one unafraid of challenging the past — high spirited, adventurous, curious and proudly spontaneous. The result was a dynamic, colourful collection of beer flavours with a delightfully adventurous feel.”