Kingfisher Street Flavours – Bringing Big Indian Street Flavour

Kingfisher Street Flavours marks a bold and exciting first for one of India’s most iconic beer brands: a foray into flavoured beer, designed to bring fresh energy to the category while staying true to the brand’s legacy and vibrant spirit. We partnered with Kingfisher from the earliest stages, shaping the offer from an insight grounded in cultural relevance; through to an execution built for shelf impact.

From Insight to Innovation
To create something meaningful, we began by immersing ourselves in India’s immense street food culture. Consumer safaris, semiotic research, and collaborative innovation workshops revealed one clear insight: street food is never just food – it’s local experience, emotion, and shared identity. That insight set the foundation for two refreshing flavours, inspired by – familiar, accessible favourites, with a twist. Lemon Masala was inspired by the zing of the iconic nimbu masala soda; and Mango Berry Twist, which evokes the sweetness of summer fruits, with a sharp edge. The flavour choices allowed us to reframe flavoured beer through a uniquely local lens.

Designing the Flavour of the Street
The next challenge was to ensure that the visual identity equally captured the energy and character of India’s streets, while confidently retaining Kingfisher’s brand equity. At the heart of the pack sits the Kingfisher red shield – an anchor to the brand’s legacy. Around it, we created a bold, expressive system layered with texture and movement, pulling inspiration from hand-painted signage, tuk-tuks, thali stalls, and everyday iconography, to create custom illustrations, which exuded flavour cues and playful detail. Bespoke typography added personality, and completed an asset toolkit that lent itself to a joyful, immersive brand world.

Making the Familiar Feel Fresh
This launch marked a first for the brand: a dive into flavoured beer, created with the ambition to expand its audience and stretch its product offering. The rich illustrative toolkit around the Street Flavour packs allowed for a world that feels unmistakably Kingfisher, while introducing something refreshing, new, and street-ready to the category.