A gin from the tribes & forests of India
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
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.
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.
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.
The Symbol
The abstract lines of Baiga tattoos depict elements from the natural world. A
few relevant to the gin were distilled and composed into a distinctive brand symbol.
