Mongoose

Sector:

Alcoholic beverages.

Explored:

In 2009 the renowned brewer Wells and Young’s identified a clear marketing opportunity for a new Indian lager. Tapping (quite literally) into their expertise of classic brewing and a unique knowledge of Indian lager, Mongoose was born as a direct challenger to the big Indian lager players such as Cobra and Kingfisher.

Designed:

Path positioned, named and created the brand identity. In the wild, a Mongoose is the only animal that can kill a Cobra; a fact that neatly led to the birth of the brand name itself. The identity displays a Mongoose, victorious over a defeated Cobra, as a shameless challenge to any and all of its competitors. This proud icon sits in the context of a label that conveys both premium beer values and authentic Indian cues.

Realised:

The entire production stage was handled by PathWork; our specialist production offer within the Path group. All labels and ancillary packaging items were created for print production. A brand identity manual communicating the principles of the identity was then created as an aid to the creation of promotion and advertising material.

Since its launch in 2010, Mongoose has enjoyed steady growth and significant sales as well as rattling a few competitive cages!