Bira91 (also referred to as Bira) is a brand by B9 Beverages Pvt. Ltd (the client) originally based in New Delhi; the project began at a brand development stage following a successful launch into the Indian market with two products. The aim of the project was to extrapolate from the existing identity to create campaigns for new products and experiences designed in synergy with the client's business strategy. The project required a broad understanding of branding from various perspectives, and a firm grounding in the client brand’s identity—how it evolved and how it is currently articulated. For each campaign, the market scenario had to be analyzed before formulating the design brief.