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NEO-MOKSHA
As the Art Director for NEO-MOKSHA, I've been on an exciting journey to craft a visual identity that captures the brand's unique blend of ancient wisdom and modern sensibilities.
Challenge
I began by delving into the meaning behind "NEO-MOKSHA."
Recognizing the juxtaposition of the traditional concept of “Moksha” (liberation or enlightenment) with the “Neo” prefix, I identified the brand’s unique positioning – offering a contemporary approach to ancient wisdom, particularly within the dynamic landscape of the craft beer industry. This realization became the bedrock upon which I built the visual identity and brand experience for NEO-MOKSHA.
Goal
The hero image serves as a strong introduction to the brand
Capturing its playful and innovative spirit. The asymmetrical layout, layered elements, and captivating visuals effectively communicate the brand’s unique personality
Result
My art direction has been instrumental in establishing a distinct visual identity for NEO-MOKSHA.
The brand now has a captivating personality that appeals to its target audience of adventurous beer drinkers who appreciate innovation and a touch of playfulness.
Moving forward, I’m eager to further develop the brand’s visual language across various touchpoints, creating a cohesive and memorable brand experience. I’m particularly interested in exploring how we can leverage the central character and playful elements to tell the brand’s story in new and exciting ways.
