For over six decades, Bikaji has been synonymous with the authentic flavours of Rajasthan. As the brand expanded across categories and markets, we saw an opportunity to evolve its identity while staying true to its rich heritage.

Drawing inspiration from Rajasthan's architecture, craftsmanship and culture, we created a distinctive new logo, an arch-inspired packaging system and a category-led pattern language that unifies the portfolio. The result is a brand that remains deeply rooted in its origins while standing out with greater clarity, consistency and shelf impact.

A LEGACY OF FLAVOUR, REIMAGINED FOR THE FUTURE.

Packaging Design

Visual Identity

Bikaji

The new logo begins with two forms closely associated with Bikaji's home.

The overall shape takes its cues from the from the silhouette of the traditional Rajasthani turban, bringing human character and regional provenance into the mark. The upper contours draw from the rolling dunes of Bikaner, with the shadows falling on them. Together, they create a shield-like form that gives Bikaji greater presence and authority.

The identity retains the familiar red and yellow brand equity and ensures the brand's origin is distilled into its most repeated asset.

Rajasthan’s architecture turns into the brand's information architecture.

The logo becomes the organising principle of the pack. The central brand frame is derived from the arches of Rajasthani jharokhas and palace gateways. This creates a consistent stage for information, giving a highly varied portfolio one recognisable structure. Depending on the format, the arch can work as a contained central label or expand across the pack as an edge-to-edge window.

Around this frame sits a linear pattern language drawn from architectural panels, ornaments and traditional Rajasthani visual forms. These details create the surrounding brand world while leaving the centre clear for product communication.

How do you introduce one of India’s earliest sparkling coffees from a brand that has spent years taking coffee seriously?

Black Poetry has established itself as an artisanal coffee brand that focuses on sourcing and delivering an elevated coffee experience. For the launch of its sparkling coffee we had the opportunity to take that expertise somewhere new.

The idea came from the product itself. Carbonation takes something familiar and changes its behaviour. We translated that into Beautiful Vandalism. A strategic platform inspired by détournement and artists such as Jean-Michel Basquiat and Keith Haring, where familiar cultural material is altered to create new meaning.

That gave way to Coffee, Ruined Right, a brand built by taking the codes of coffee and giving them a new charge.

COFFEE, REIMAGINED.

BLACK POETRY SPARKLING COFFEE

The cans became the first expression of Beautiful Vandalism. Classical portraiture carried the craft and reverence associated with coffee. Halfway down the pack, a torn edge broke the composition open, revealing graffiti, illustration and street-art textures beneath.
 Across three variants, the same architecture created one recognisable family while giving each flavour its own character.

For the launch posters, three canonical still lifes were recreated in oil on canvas, with Black Poetry cans painted directly into the scenes. The finished works were then handed to a graffiti artist, who vandalised them with spray paint, graphic marks and copy inspired by graffiti language.

The brand book became closer to a zine than a conventional coffee table book. Classical paintings were repurposed as memes, reaction formats, collages, social interfaces and visual games.

Classical imagery, graffiti, copy and interventions moved onto apparel and objects, taking the Black Poetry world beyond the coffee occasion and into things people could wear, carry and keep. 

We created classicsruined.com that brings nearly 300 artworks from museums around the world into one generative experience. Users can enter a word, phrase, thought, poem or burn and turn it into their own piece of Beautiful Vandalism.

The results can be saved, shared and added to an evolving gallery of what others have created. What began as a design system became something people could participate in, return to and make their own.

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Black Poetry Sparkling Coffee

For Schweppes Zero, we turned fruit into rising bubbles—capturing the lightness and vibrant character of Cranberry, Peach and Lime. With fruit perched like a party guest on the rim, the design creates a sense of occasion where Zero takes centre stage and fizz brings the fun.

Three flavours. Zero sugar.  Infinite fizz.

SCHWEPPES FLAVOURED SPARKLING WATER

To make an unmissable label, we made the fruit behave like fizz, suspending slices, ingredients and bubbles through the label to create a sense of lift, movement and flavour. The iconic Schweppes sash cuts through the composition, while the bold Zero device gives the proposition a clear focal point.

Zero sugar and zero calories were central to the proposition, so we gave them a presence shoppers could register immediately. A large circular device turned ZERO into the signal which led the viewer to discover the double benefits.

The iconic yellow Schweppes sash became the structural spine of the label. We built the fruit around it, allowing ingredients to move behind, across and through the diagonal. This integrates flavour into one of Schweppes’ most recognisable brand assets and gives the label a sense of depth and movement.

The packaging gave us the visual language for the wider brand world. The distinctive flavour palettes expanded into backgrounds and campaign assets, while the Schweppes yellow provided a consistent point of recognition.