Kati Patang – Crafting a Cult Beer Brand

Project Overview

Kati Patang is a bold and unconventional craft beer brand based in New Delhi, India. Named after the Hindi term for a “free-flying kite,” the brand captures a spirit of rebellion, freedom, and creative authenticity. It’s a brand that refuses to follow the status quo-whether in its beer recipes, visual identity, or the way it engages with its audience.

As their Creative Head, I played a key role in shaping the brand’s visual presence and experiential voice. My focus was not just on aesthetics but on crafting a distinctive brand personality that reflects Kati Patang’s offbeat, curious, and independent soul.

Kati Patang’s beers, known for their unique brews like the Saffron Lager and Snappy Wheat, stand out as much for their taste as for their story. Every bottle is designed to evoke a narrative and create a sense of discovery. The brand appeals to the culturally curious, the art-forward, and those who thrive on non-mainstream experiences.

This project spanned across packaging design, visual storytelling, event branding, and digital content, with a consistent focus on expressing the free-spirited and irreverent vibe that defines Kati Patang. Through a cohesive design strategy, we were able to not just represent the product, but to build a community around an ethos.

Responsibilities

Brand Identity Development: Refined the brand’s visual language to resonate with its core values, ensuring consistency across all platforms.
Packaging Design: Collaborated on the design of beer labels and packaging that reflect the unique flavors and stories behind each brew.
Marketing Collateral: Designed promotional materials, including posters, flyers, and digital assets for campaigns and events.
Event Branding: Led the creative direction for brand activations and events, ensuring immersive and cohesive brand experiences.
Digital Presence: Enhanced the brand’s online footprint through engaging visuals for social media and the official website.

The Brand Identity

The Kati Patang logo blends bold typography with a playful kite-string motif, symbolizing freedom and rebellion. Its black-gold palette and circular badge evoke authenticity, while the “Authentic Craft” ribbon reinforces its premium craft identity.

Primary Product Portfolio

Packaging design for Kati Patang’s primary craft beer portfolio. The illustrations explore the many ways in which inebriation influences a creative mind.

Merchandise

Kati Patang Bareilly Bold

After the success of Kati Patang’s craft beers, the brand set its sights beyond the metros and into the heart of India’s smaller towns, where strong beer is king. That’s how Kati Patang Bareilly Bold was born: a full-bodied, no-nonsense beer crafted for this bold new audience. The design followed suit- vivid, expressive, and deeply rooted in the spirit of these towns. From colour choices to typography, every detail drew from the visual language of bustling gullies and local signboards, creating a look and feel that feels right at home in these vibrant settings.

Kati Patang NOT

Kati Patang NOT was introduced as a thoughtful extension of the brand—crafted for those who don’t drink or simply want an alternative now and then. While it helped tap into a wider audience, it also served a strategic purpose in India’s tightly regulated alcohol space. By reflecting the same spirit of choice and individuality that defines Kati Patang, NOTbecame both a stand-alone offering and a smart way to keep the brand visible, even where direct advertising isn’t allowed. It’s where inclusivity met ingenuity.

Kati Patang Trial Room

Kati Patang Trial Room is an intimate, offbeat music series spotlighting indie artists through candid conversations and unplugged sets. Set in a cozy locations across New Delhi, it celebrates creativity, quirks, and craft, just like their beers.