Jack Daniel’s is an icon that needs no introduction.

To strengthen its connection with India, it wanted to create a special celebratory pack for Diwali. As a brand with a very strong and unique language, this posed an interesting question - what does Diwali look like in the world of Jack Daniel’s?

Diwali. By Jack Daniel’s.

Packaging Design

JACK DANIEL'S

Diwali is often characterised by familial celebrations, rituals and rangoli. 

But there is another side to it, one of good fortune and prosperity. 
This was a more natural context for a whiskey brand built on codes of Americana.

The message of revelry and good luck helped amplify the No. 7 identity. We also designed a deck of cards to go with the pack, just to get the party started.

Eyewear sells glamour - it says put me on and transform into a celluloid version of yourself. Brands have built themselves on the back of iconic frames of Hollywood (and in India, Bollywood) celebrities.

Eternity Lifestyles, with its young brand Opium, wanted to compete against the established brands. It did not have their deep pockets, so it came looking for some imagination.

Interesting glasses, interesting people.

OPIUM

It signalled a new perspective, perfect for a brand with a uniquely curated range. There was an opportunity - Opium could be the brand for the most interesting person in the room. For a young audience, more interested in finding their own style, it was also, culturally, a more appealing promise.

We activated the creative community to help invent a unique language for the brand. And then to push it to the right corners of the market, we got the most exciting young influencers from different fields to become the face and voice of the brand.

Accolades

MORE WORK

CONNECT WITH US

Opium Eyewear

Imagine being taken on a magical patisserie journey. You taste a medley of sophisticated flavours and textures that you never realised existed. These are patisserie classics, but like nothing you have tasted earlier. Toshin, an LCB alumnus, took couple of years perfecting his offering and when he was ready, it was a world-class experience. When he briefed us over a tasting session, we knew we had something special to work on.

Setting stage for magic

TOSHIN

We realised that the brand had to be a window to the finesse and almost lyrical way in which the desserts were created. With Toshin as the master creator.

We wanted to capture the precision and the search for finesse in the brand world.

Just like the desserts, the brand had to demonstrate sophistication, not claim it.

Taking a leaf out of art exhibits, we created a showcase for the desserts that turned them into fine visual compositions, delightful in their own right.