identity for a world-class gin that carries the spirit of india
ADVENTURIST SPIRITS DISTILLERY
IMAGERY & ART DIRECTION
TANVEER KARAN SINGH
From the lush paddy fields, backwaters and rustic charm of the village of Colvale in Goa, we bring to you Tāmras Gin. Slow-distilled in a hand-made Müeller Copper-still and hand-crafted with individual botanical distillates, Tāmras glorifies the tradition of Gin with the exoticness of Indian botanicals. Imbibe our beautifully balanced and smooth Gin and become Adventurists.
India is experiencing a “Gin-assance” of sorts, with new brews coming up each year. It's an exciting time to enter this market and as such, we were asked to position Tamras as a premium world-class Gin that has its roots in Goa, India with its arms around the world. In this sense, we had to design an identity that Indians could relate to in the home market but was also good enough to stand with the giants on the world stage, and with no history to leverage we were faced with a challenge.
To tackle this we decided to position Tamras and its identity around the experience that we envisioned our patrons to have once they had imbibed in Tamras with a strong focus on storytelling and symbology. This experience was to be crafted around the veranda of a Portuguese Goan Home where you entertain your friends and imbibe in a company where the lack of reserve, the honesty, the feeling of being with your people becomes vaguely euphoric.
We wanted to make our audience feel like they are part of a special tribe of people who would rather dive headlong into life, love, laughter and deep conversation than escape from it. And this gave birth to the Lotus Eaters universe, a mythical place where our brand lives are surrounded by creatures who imbibe in our brew and spend their lives enjoying life and making Tamras. We crafted this universe through our unique surreal illustrations which became our primary graphical language for the brand. For our identity, we drew upon the unique Goan-Portuguese heritage and brought in their symbology, signage and the azulejo tiles.