Kingfisher Draught
Packaging Design – United Breweries – 2024
India's king of good times, poured onto the can.
The Idea
With the Kingfisher mark already carrying decades of brand equity, our task was to build a package design that let the beer inside speak as loudly as the logo above it. The can bursts with radiating golden rays emanating from the centre – a visual cue for the bright, effervescent freshness of a draught brew – while the bold, vertically-set 'DRAUGHT' cuts through the can with confident, upright energy, immediately distinguishing this variant on a shelf crowded with lookalike lagers. A subtle seal – 'The King of Good Times, Fresh Brew' – reinforces the promise of quality without cluttering the design, letting the warm gold palette and sunburst pattern do the work of signalling freshness at a glance.
The Impact
On a crowded shelf where most beer packaging leans on cool blues and silvers, Kingfisher Draught's warm, radiant gold stands instantly apart – inviting, energetic, and true to the brand's 'Good Times' spirit. The design gives the Draught variant its own unmistakable shelf identity while staying rooted in the trust of India's leading beer brand.
Packaging design by Vaulted.
Disclaimer: This identity was conceived and designed by Vaulted’s founders during their tenure at a previous design practice, prior to the establishment of Vaulted.
