THE DAILY CUT

• ALL INDIA SOUR BEER MONTH
  
• B.D.S.M
• CHHAPAAK
• BEER BOX
  
• MATLABI
• KULFI COLLECTIVE
  
• RECORD ROOM
  
• MIND GRIND
  
• MANTRI CARDS
  
• SO FUNNY
  
• CHAAP
  
• POPCORN GARAGE
  
• NO THEPLA HOLIDAYS
  
• MOONSHINE
  
• BE NUTS!
  
• FAT CAT PIZZA
  
• HOWRAT
  
• TAMU’S CHIPS
  
• FRESHLY BAKED
  
• PALM READING
• UNTRIGGERED
  

MIND GRIND PROJECT TEAM:
Studio: Junglegym
Creative Direction: Nikhil More
Design: Saahir Shetty
3D Visualization: Harsh Ignatius
Special Thanks: Divya Pepalla & Pratik Kansara

Mind Grind is a sour ale by Mumbai-based craft brewery Rolling Mills.

The brand’s label template was designed to tell a story of transformation: starting from the seemingly familiar and eventually descending into chaos.

Our objective was to design a label for “Mind Grind” that conveyed the brand’s story of transformation. We chose an image of an MRI scan of the human brain to show how brain activity changes over the years with alcohol use. The idea was to illustrate how the brain or mind is transformed—or "grinded"—over the years due to long-term alcohol consumption. A beer label that informs drinkers about the negative effects of long-term alcohol use on brain activity, we believed it to be quite unconventional and thought-provoking.

® All Right