18^th August, 2026; Mumbai, India: Premium coffee brand Black Poetry has partnered with independent brand design and transformation consultancy OPEN Strategy & Design to develop the strategic and creative foundation for its entry into India’s emerging carbonated coffee category.

As one of the early brands introducing carbonated coffee to Indian consumers, Black Poetry faced a unique challenge. Coffee has long been associated with ritual, craft and tradition. Carbonated coffee, however, demanded an entirely different way of thinking. Rather than borrowing familiar cues from either speciality coffee or conventional ready-to-drink beverages, the brand needed a language of its own.

OPEN Strategy & Design answered that challenge with an idea built on the belief that the most exciting leaps in culture come from breaking convention. From jazz and hip-hop to street food and contemporary art, some of the world’s most enduring cultural movements have emerged by doing the unexpected. Black Poetry brings that same spirit with Coffee, Reimagined; challenging category norms without losing sight of the craft behind the product.

This thinking gave rise to the idea of ‘beautiful vandalism’—a creative philosophy that embraces irreverence in a category often defined by seriousness. Rather than treating disruption as shock for its own sake, the brand celebrates the idea that breaking the right rules can create something entirely new.

For an unfamiliar category, the can itself became the most important medium of communication. Recognizing that consumers would encounter the product for the first time on crowded retail shelves, OPEN approached packaging not as a container, but as media. Designed to interrupt expectations, spark curiosity and start conversations, the can introduces consumers to a drink that looks every bit as surprising as it tastes.

As part of the engagement, OPEN Strategy & Design developed the brand positioning, packaging design, visual identity system and communication framework, creating a distinctive world around a product that reimagines how coffee can be experienced.

Rahul Goel, Founder of Black Poetry, said, “Working with OPEN Strategy & Design has been an incredible journey. When we set out to enter the sparkling coffee space, we knew we didn’t just need a package design; we needed a brand that could hold its own in a category with no existing rules. OPEN understood that from day one. They pushed us to be bolder than we imagined, and the idea of ‘beautiful vandalism’ captured exactly the spirit we wanted Black Poetry to carry into this new space. The result is a brand world that feels distinctly ours – unexpected, confident, and impossible to ignore on shelf.”

Asparsh Sinha, Managing Partner at OPEN Strategy & Design, said: “Emerging categories rarely succeed by borrowing the language of established ones. Carbonated coffee needed a distinctive voice and a visual world that reflected its unconventional nature. The idea of beautiful vandalism shaped everything we created, especially the packaging. We saw the can as the brand’s most powerful media channel—its first opportunity to stop people, spark conversation and invite them into an entirely new coffee experience.”

The collaboration reinforces OPEN Strategy & Design’s belief that the strongest brands don’t simply enter categories; they redefine how those categories are seen. By combining strategic thinking with culturally resonant design, the partnership has helped Black Poetry establish a distinctive presence in one of India’s newest and most exciting coffee segments.

6^th August, 2026, Mumbai, India: Independent brand strategy consultancy OPEN Strategy & Design has announced key leadership elevations as it enters its next phase of growth. Radhika Dhuru and Vatsala Bisen have been elevated to Executive Creative Directors, while Varun Bedi has been appointed Executive Business Director. Collectively, Vatsala, Radhika, and Varun bring nearly six decades of experience across branding, design, and business leadership.

As Executive Creative Director, Vatsala will continue to craft culturally resonant brand narratives across luxury, lifestyle, and consumer categories. Her portfolio includes Manish Malhotra, Jack Daniel’s, and Zivame, among other prominent brands. Vatsala brings together sharp storytelling with design intelligence to deliver tangible market impact. Her work has earned her recognition across leading platforms, including the Kyoorius Design for Good Award (2019), The ABBY Awards, DIELINE, and LIA.

As Executive Creative Director, Radhika Dhuru will continue to lead brand transformation and design initiatives across the agency. She will focus on driving creative excellence, nurturing long-term client partnerships, and mentoring the design team. Over the course of her career, she has led branding and design projects for globally recognised brands including Coca-Cola, Manish Malhotra, Café Coffee Day, and Jack Daniel’s.

In his role as Executive Business Director, Varun Bedi will oversee key client partnerships, business development, and delivery across the agency. He will lead complex engagements while identifying new opportunities for growth and strengthening long-term client relationships. His experience building brands and design systems spans FMCG, finance, hospitality, D2C, and corporate sectors.

Commenting on the leadership elevations, Asparsh Sinha, Managing Partner at OPEN Strategy & Design, said, “At OPEN, we’ve always believed that the only things that truly matter are the quality of our people and the quality of the work we put out into the world. For the past 15 years, we’ve quietly, and sometimes ruthlessly, focused on getting those two things right. Everything else, from our reputation to the clients we’ve had the privilege of working with, has been a consequence of that.

As we build for the future, we’re investing in leaders who embody that philosophy. These elevations recognise not just exceptional craft, but ownership, ambition, and the ability to build enduring relationships—with clients, teams, and industry. We’re excited to see Vatsala, Radhika, and Varun help shape the next chapter of OPEN.”