Mircula Braggot Packaging Redesign
Translating Myth into Modern Craft
Overview
Mircula Braggot is a craft beer brewed in Bhutan, a unique fusion of mead and beer that’s aromatic, hoppy, and mysterious. The drink draws its name and spirit from Mircula, a mythical creature in Bhutanese folklore (known in some dialects as Michung), said to possess mysterious powers. Many have claimed to encounter it, yet no solid proof of its existence has ever been found.
The beer embodies the same qualities as the myth: elusive, complex, and deeply rooted in Bhutan’s mystic landscapes.
The Challenge
An existing design for Mircula Braggot already existed, but it did not fully capture the depth and mythic allure behind the brand’s story. Our challenge was to redesign the packaging in a way that would better express the mystery, folklore, and craftsmanship tied to the Mircula legend.
We needed to create something that would justify the myth’s intrigue, mysterious and powerful, without ever revealing what the creature truly looks like. The goal was to spark curiosity, allowing the interpretation to remain personal and subjective.
The Process
To reinterpret the brand visually, we turned to traditional Bhutanese art and symbolism as the foundation of the design language. The idea was to blend myth and minimalism, preserving the story’s mystical energy while giving it a refined, modern appeal.
Traditional Bhutanese cloud motifs were incorporated to convey mystery and motion, representing the unseen realm where the Mircula is said to dwell.
The piercing eyes, inspired by Buddhist temple paintings, became the focal element. They symbolize awareness and presence, hinting that although the Mircula remains hidden, it is always watching.
The composition and color palette were carefully balanced to keep the design mystical, bold, and contemporary, aligning with the beer’s “aromatic, hoppy, and mysterious” character.
Tools Used:
Adobe Creative Suite
The Solution
The final redesign brings new life to Mircula Braggot, visually translating the folklore into a contemporary craft identity.
The packaging communicates mystery without exposure, keeping the creature’s image unseen but its presence felt.
It connects the local myth (Mircula/Michung) with the sensory experience of the drink; bold, layered, and intriguing.
By weaving Bhutanese artistic heritage with modern design principles, the result celebrates both tradition and innovation.
The redesigned Mircula Braggot now tells a story that is distinctly Bhutanese; a tale of mystery, craft, and imagination, where every sip feels like an encounter with the unseen.
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