TYPO®

Typo was conceived at a moment when beverages were no longer discovered on shelves, but inside feeds. The ambition was not to launch another hard seltzer, but to build a brand that behaves like internet culture itself. Fast, repeatable, and designed to be shared rather than explained.

This was a true zero to one engagement. From idea stage, Lazy Eight partnered with the founding team across identity, motion language, website, and content systems. The challenge was to design a brand that could move at the speed of memes without collapsing into noise, and remain operational as it scaled across drops, retail, and digital channels.

The website became the primary surface. It was designed as a performance layer rather than a static destination. Scroll interactions punctuate bold colour fields, typography flexes with rhythm and tempo, and micro interactions land like reactions rather than transitions. Beyond the site, a modular meme coded toolkit was developed so the brand could express itself consistently across social, retail, and launch moments without constant reinvention.

The result is a brand that operates as culture rather than packaging. Typo became India’s best selling hard seltzer brand, earned multiple CSS Design Awards for Best Innovation, Best UI, and Best UX, and built a Gen Z following that drinks the product and amplifies the brand organically. For Lazy Eight, the engagement reinforced a simple truth. When brands are designed for how culture actually moves, growth follows naturally.