33&BREW
Client:
33&BREW
Industry:
Food & Beverage
The craft beer scene in India was bubbling with new players, each one claiming authenticity, experimentation, or community. But none were truly different. When 33&Brew came to life, the challenge was clear: to carve a space that didn’t just sell beer, but sold a feeling. After the success of Record Room, Bangalore’s first and most loved vinyl bar, the same team was ready to turn up the volume with 33&Brew - India’s first vinyl-microbrewery, where craft beer meets the soul of analog sound. How do you build a brand that resonates with both connoisseurs and creators? One that’s as much about the soundtrack of a night out as it is about the taste of what’s poured? The task was to position 33&Brew as India’s first vinyl-microbrewery, blending the craft of brewing with the soul of analog music - a space where movement, curiosity, and chaos come together beautifully.
In a world obsessed with speed, perfection, and the next new thing, 33&Brew stood for something slower, deeper, and more real. The brand’s foundation was built on a simple, powerful truth - everything moves here. Because just like vinyl, craft beer is about patience, process, and the small imperfections that make it perfect. This wasn’t just a brewery; it was a state of mind - one that invited people to unwind, connect, and rediscover the joy of rhythm, both in sound and in life.
Our Approach
We built the brand from the ground up, crafting a world where sound met craft and everything moved with intention. Anchored in the idea of “movement” - a metaphor for curiosity, discovery, and connection - the strategy shaped the core narrative: “Everything Moves Here.” This thinking flowed into the visual identity, where the logo system drew inspiration from vinyl record grooves, echoing both a spinning record and a beer being poured. Warm analog tones paired with energetic accents created a palette that felt vintage in soul yet modern in expression, while typography and circular, kinetic motifs brought the brand’s rhythm to life across every touchpoint.
The verbal identity leaned into wit, warmth, and a conversational ease -the voice of that friend who always knows the perfect track. Whether on a coaster, a menu, or a campaign line, each phrase was crafted to make people pause, smile, and sip. The rollout extended this world seamlessly, from merchandise to spatial storytelling, building an immersive brand experience where the beer, the music, and the mood all played in sync. At 33&Brew, personality wasn’t poured. It was brewed.
The Impact
Where Craft Beer Met Culture and a New Genre of Brewing Was Born
33&Brew launched as one of India’s most distinctive brewery brands. Not defined by its beer alone, but by the culture it created. It became a space where movement wasn’t just physical, it was emotional, sensory, and social. The brand broke through a cluttered market by offering a new language for beer - one rooted in rhythm, craft, and community. More than a launch, it marked the beginning of a new genre in India’s craft scene, a brewery that brews experiences as much as it brews beer.
