Mohulo

A gin from the tribes & forests of India


The Brand: Mohulo is a luxury Indian gin defined by a unique set of botanicals that shape both its flavour and its story. The name is derived from an indigenous word for Mahua, a key ingredient and cultural anchor for the brand.

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The Inspiration: Among the tribal communities of central India, the Mahua tree is revered as sacred. They are the custodians of these rare forests. Immersing ourselves in the way of life of one such tribe, the Baiga, we discovered a rich visual language and belief system. This became the foundation for Mohulo's narrative. A fascinating world of symbols, rituals, and relationships with nature informed a brand that feels deeply rooted, yet unmistakably premium.

Giving Back: For today's Indian luxury consumer, value lies not just in indulgence, but in intention. On our recommendation, the brand's commitment to ethical sourcing led to close collaboration with tribal communities to procure Mahua responsibly. This partnership allows the brand to give back meaningfully—supporting livelihoods, preserving knowledge systems, and promoting the value of mindful luxury.

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Strategy / Naming / Branding / Print / Packaging / Illustration

Collaborators:
Sangam H (3D Visualisation)

Team:
Shirish Ghatge, Aradhana Rawat, Kriti Monga, Rohnit Rehani, Hanumant Khanna

Two photographs of the Baiga tribe women by Shatabdi Chakrabarti, used under CC BY / Adapted from original

A Lush Cocktail
The women of the Baiga tribe of Madhya Pradesh practise a tradition of tattooing, with fine linear marks added across the body over the course of a lifetime. We drew a visual parallel between these delicate lines and the slender grains of basmati rice, another important botanical used in the gin. This connection became the inspiration for the verdant landscape that wraps the bottle, translating cultural detail into a textured, contemporary visual language.

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