Bira 91, the world's fastest-growing premium beer company, wanted to expand its portfolio and launch 'Hill Station Hard Cider Ales' under the endorsed architecture of 'House of Bira 91.' The launch was part of the company's move to bring new categories beyond beer, in line with the increasing demand for ready-to-drink options and a growing generation of consumers enthusiastic about experimenting with flavors.

The brand name 'Hill Station' evokes a feeling of nostalgia. For most of us, the word 'Hill Station' intuitively brings us back to an innocent memory. Made from a blend of the freshest Himalayan apples and mountain barley, the Hard Cider Ales would have dry and mildly sweet flavors with a hint of malt and the full flavor of orchard-fresh apples.

The brief was to build a brand story around the ingredients, freshness, and hill station vibe and create a distinct set of brand assets that could transport the audience to the simple pleasures of life.