// Doaab //
Branding & Designing
BRAND OVERVIEW
About Dooab
Dooab is a contemporary range of limited edition Indian craft whisky, born of a spirit of exploration and experimentation. Dooab's first limited edition range is an interpretation of the old Indian fable, "The Six Blind Men and the Elephant." With the visual motives inspired by the Rajasthani Mandana art, it's not just a reinterpretation of Indian traditions and stories, but also an exploration of bringing two different perspectives together to create something rare and unconventional for the proud global Indian.
INDUSTRY
ALCOHOL & BEVERAGES
Campaign Name
Launching limited-edition Indian Whiskies
SERVICES
BRANDING & DESIGNING
PROBLEM STATEMENT
01.
Clutter
There was a lot of similarity between alcohol brands and the visual language they use to showcase their spirits. As a result, there is hardly any clear distinction between what makes one brand different from the other.
02.
Premiuness
The challenge was to create a visual language that feels both premium and international in its appeal while highlighting the brand pillars that make Dooab truly unique.
The Idea
Bringing together the unexpected to create a whisky for the proud global Indian. Dōaab is a journey of curiosity and discovery. Through exploring and experimenting with the unexpected, we hope to keep bringing in new limited edition expressions of Indian whisky. Dōaab is continuously flowing, learning and evolving with each new variant.
Dōaab is a delightful medley of two; of two perspectives, two influences and two generations. It is a range of limited edition whiskies for an India that is ready to break the mould.
The First Edition
AN EXPLORATION IN 100% EX BOURBON BARRELS
A whisky greater than the sum of its parts. Dōaab’s first limited edition range is an interpretation of the old Indian fable, ‘The Six Blind Men and the Elephant’. A hat tip to all the people who come together to create this single malt. After a long search, with a lot of trial and error, just 500 casks were finally discovered and expertly worked with to create a whisky which is truly greater
than the sum of its parts. With the visual motifs inspired by Rajasthan’s mandana art, this is not just a reinterpretation of Indian traditions and stories, but also an exploration of bringing two different perspectives together, to create something rare and unconventional for the proud global Indian.
