"We started to imagine a world of Tāmras, which we weren't ready to get out of" - Khalil Bachooali
THE SITUATION
In a world full of founders looking to bootstrap their start-ups to an exit, the founders at Adventurist Spirits Distillery - Devika Bhagat and Khalil Bachooali were out to do something different to enrich their lives, and build something that will become part of a richer tomorrow.
The Gin market in India was exploding with new homegrown brands on the block everyday, and more so, from Goa, which happens to be ASD’s home too. So what could be so different about ‘another new homegrown Gin on the map’?
We stepped right into an immersive workshop with our friends at ASD to discover what this new Gin brand was going to be all about.
THE IDENTITY
The immersion provided for some intriguing insights which we became increasingly excited to share with the market as we went along.
We crafted a special tribe for the brand called ‘Lotus Eaters’. A tribe of indulgent hedonistic enthusiasts who suck the marrow out of life, feed off the energy of people’s experiences, and with honesty and their lack of reserve, they feel euphoric being around their people.
We created custom lettering for the logo that would announce the richness of the brand to the world. The Adventurist Spirits Distillery logo was typeset in Shackleton font that embodies the intrepid life and indomitable spirit of adventure!
THE PERSONALITY
In a category defined by escape, Tāmras is about discovery
In a category that feels solo, Tāmras is social
In a category corseted by Victorian British Reserve, Tāmras is unreserved and of modern India
In a category that is mannered, Tāmras is informal
In a category that feels like LSD, Tāmras felt more like a really good joint
Tamras is Depth, Discovery & Distillation.
A new style, multi-shot, copper distilled International Gin, that carries the spirit of India. Quality is everything here.
This was going to be an exercise in bottling for a product of distinction, worthy of respect and becoming another reason to be proud of the amazing country from which it was born.
We chose Mrs. Eaves as the primary header font. Interestingly enough it was Zuzana Licko’s first attempt at a traditional font, styled as a departure from Baskerville’s perfect, stark, and difficult to read style. It had a uniqueness that is difficult to define, much like Tāmras. And we further balanced this out with a sans serif body font, National 2 that was versatile and useful wherever Mrs. Eaves had its shortcomings.
Then we brought the colour! We were inspired by the occasion of Tāmras and the feelings it exuded from dawn to dusk. Anchoring on midnight blue, we created an 8 shade primary palette of blues supported by a smaller contrasting and grounding secondary palette featuring 2 shades of sandy brown.
The key to bringing the entire brand’s imagery to life was its illustrations. They quickly convey the ethos of the brand, encouraging the viewer to look deeper and discover things they can converse about. Each standalone or grouped illustration of the Lotus-eaters was a strong embodiment of the Tāmras world. The characters were arranged to show the Lotus Eaters story which talks about the myth behind the formation of the Tāmras Gin.
These illustrations were further extended into icons and motifs, ornamental frames, specific brand crests for Tāmras and ASD, a custom set of 16 numbers, mystical 3D environments and most importantly, the bottle’s label design itself.
The looping design embodies the world of Tāmras, and brings it to the increasingly inundated Homegrown Indian Gin category, with a fresh mysticism of depth, discovery and distillation.
We wanted to introduce people to how it feels to be a Lotus Eater.
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