How do you design a whisky label that is authentically Indian?


You go to the roots (and jungles) of India.


In the Indian market, whisky accounts for 60% of ‘Indian-Made-Foreign-Liquor’, a bulk of which is not made from malted grains, but made from molasses and is very thick and sweet.

Kamet, the new Indian single malt whisky celebrates its provenance. While it’s inspired by Mount Kamet in Uttarakhand, one of the highest peaks in the country, Kamet draws on local motifs and characters such as the Indian parrot, an important part of the culture in the villages surrounding the distillery near Kurukshetra. Kamet whisky is made using the famous six row barley, indigenous to India sourced from the foothills of the Himalayas, irrigated by melting glacier water.

Services: Label Design

Client: Peak Spirit 

Sector: Alcoholic Beverage

A premium Indian Single Malt to be proud of on a world stage.

The brief was to design a label, which would reflect Indian elegance at a glance.

A parrot also has pride of place on the label. The Indian parrot from our mythology and popular folklore where the parrot is revered as a messenger, a fortune teller, an important part of the culture in the villages surrounding the distillery near Kurukshetra.

The idea with the parrot was extended the product experience  beyond the unique flavour profile, also giving a cultural experience to the drinker.

The use of Devanagari script with the Latin script in the logo unit reinforced the roots of India.

Using the local six-row barley, the whisky is distilled in copper pot stills and matured in a combination of ex-Bourbon American Oak, ex-wine French Oak and ex-Sherry casks.
This is not a label. It’s a story. It’s a story of an ancient mountainthat time had forgotten, nestled in the Himalayas. It’s a story of abattleground where victories were won. It’s a story of love, romance,of six row barley and of whispers blowing in the wind.A story told by a parrot, our traditional messenger.Open the bottle, and you’ll find yourself in the thick of the tale.
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