As part of Mirchi’s relaunch, one leg of the project was to create a cohesive IRL (in real life) experience, bringing the essence of the brand’s culture and tastes into a tangible space.
Titled ‘Mirchi Lounge’ - it was a day to night opportunity to immerse our audience into the Mirchi world.
‘Seat, eat, drink & play’ - we invited our community down to get an early taste of the new bottle, whilst being immersed in many of the South Asian & West African influences that make the brand. It was a full sensory experience: combining lounging areas to play games/read books as well as dual snack boxes that mixed both cultures into one bite.
‘Drink, dance & move’ - our night section, opening up the floor for dancing and music led by our DJs. It was an opportunity to platform the new cocktail serves.
Branded touch points included: menus, window & interior wall vinyls, playing cards, snack boxes, cups, glassware and shopping bags!