Once in a very long while, as brand builders, we feel that we have given life to something that we are truly proud of. Kati Patang – the new craft beer that was launched a week ago – is surely one such.


Some time ago, I learnt how ‘design thinking’ is complex, like a game of snooker where almost infinite results are possible in a single shot. The starting point, of capturing and assimilating human values, is the most complicated task.


However, to capture the journey of how we embraced these values in designing this beer brand, I have broken this journey into bite sized chunks.


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