West Coast Lassi

supercult worked with West Coast Lassi to help the brand differentiate its story through packaging. The result is an identity that blends South Asian vibrancy and West Coast cool, pushing conventional boundaries while staying true to its cultural roots. Capturing the essence of both cultures required a balance of visual elements. Vibrant hues reminiscent of Bollywood posters merge with psychedelic patterns and neon colors reminiscent of the beaches of the West Coast. “Our initial step involved gathering inspiration from retro Bollywood posters, South Asian design, and even architecture,” states Jordan. “Additionally, we drew inspiration from music, particularly artists such as Cornershop, Erykah Badu, and Indian rappers like Prabh Deep. Photography: Joni Schrantz