Since alcohol advertising is banned in India, the bottle had to do the brand building. Our challenge was to elevate the bottle design into a powerful message. Thus the bottle is designed like a funnel with a gauge typical of any fuel tank. Interestingly, 'E' (empty) is at the top and 'F' (full) is at the bottom since the consumer is actually 'empty' when the bottle is full, and 'full' when the bottle is empty.
