Responses by NH1 Design
Background: Jin JiJi is a dry gin by High Road Spirits that was specially designed and crafted in India for the United States market, as of now. The distillers wanted to create a spirit that would pack the richness and diversity of Indian botanicals in each sip. The heart and soul of our “India Dry Gin” is wild Juniper, foraged from the Himalayas. In addition to Juniper, another fascinating and unexplored ingredient is also added to Jin Jiji—the fragrant Tulsi, along with cashew nuts from Goa, chamomile flowers and a few other botanicals.
Reasoning: From the fragrant Tulsi leaf used in Ayurveda to the wildly aromatic chamomile flower, each botanical motif had a story to tell. The design for the labels and its variants was inspired by the intricate motifs and flavorful botanicals found in this magical country. The use of Devanagari script with the Latin script in the logo unit further reinforced the roots of India.
Challenges: One of our key challenges was to stay away from the stereotypes associated with India and position Jin Jiji as a premium Gin label from India. The brand had to communicate the authenticity of its Indian ingredients and bring the story of India to each cocktail.
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