Logo & Packaging Design for Mircula Braggot
MIRCULA Braggot is a specialty mead born from the fusion of beer and honey wine, crafted in the highlands of Bumthang, Bhutan.
Inspired by the local myth of Mircula, a mysterious wanderer who embodies duality, adventure, and timeless intrigue, each sip tells a story that is rich, daring, and deeply enigmatic, much like the legend itself.
To preserve the mystery of the myth, the figure is veiled in mist, revealing only its piercing eyes. The design draws inspiration from traditional Bhutanese Buddhist paintings.
Overview:
Mircula Braggot is a craft beer born in the highlands of Bhutan; a bold blend of mead and beer, aromatic, hoppy, and mysterious. The drink takes its name and essence from Mircula, a mythical being in Bhutanese folklore (known in some dialects as Michung). Legends describe Mircula as a small, elusive creature with mysterious powers; many claim to have encountered it, yet no proof of its existence has ever been found.
Concept & Inspiration:
The design concept draws from the very mystery that surrounds Mircula. The aim was to capture the intrigue of the mythical creature without revealing its true form, keeping the visual experience subjective and open to interpretation, much like the legend itself.
To achieve this, we drew inspiration from traditional Bhutanese art, particularly the cloud motifs often seen in temple paintings. These flowing, stylized clouds create a sense of mysticism and concealment, symbolizing the unseen realm where the Mircula is said to dwell.
At the center of the design are a pair of piercing eyes, inspired by traditional Buddhist paintings. The eyes symbolize awareness and presence, suggesting that while the creature remains hidden, it is always watching. This element evokes both curiosity and reverence, balancing the mystical and the spiritual.
Outcome:
The final design celebrates Bhutan’s storytelling heritage through a modern lens. It bridges myth and craft, tradition and innovation, and allows every drinker to form their own vision of the Mircula. Just as the creature remains unseen, the design leaves space for imagination, making every sip a quiet encounter with mystery.
Creative Direction
Design & Animation
Development