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

Brand World

Brand Positioning

Visual Identity

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.

ABBY AWARDS

Accolades

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.

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.

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Jack Daniel's

Mumbai Press Club is an iconic institution, set up in 1968 as a body to fight the cause of journalists and journalism. It has been the backdrop of many glorious chapters of journalistic contributions over the years. But this important pillar of democracy today stands on shaky grounds, threatened by various political and commercial environment. Realising the need for a fresh direction, Mumbai Press Club to came to us to help it re-imagine its identity.

The light that shows the way

Mumbai Press Club

Mumbai Press Club needed to be the moral compass to show the way back to objectivity and strength. 
The new identity of Mumbai Press Club drew from the symbol of a beacon.

We made it stark - black and white, with no room for greys. 

It is dynamic, responsive of the constant changes in the environment, while holding its own.