Aangan Restaurant Branding
Client: Brij Hotels | Branding
The Brief
To create a distinctive identity for a new gin brand that moves beyond conventional premium cues, shifting from category norms toward a more immersive, narrative-led expression.
The objective was to build a brand that felt expansive and layered, with the ability to extend across packaging, product variants, and digital touchpoints.
The Goal
To craft a cohesive visual world that invites curiosity and discovery, where each element contributes to a larger mythology rather than functioning as a standalone design.
The Approach
The identity was developed around Lady Samsara, a character envisioned by the client as a cosmic traveller, moving through the universe before arriving on earth, where she encounters a baba crafting an elixir that becomes Samsara Gin.
At the centre sits an intricate, hand-drawn logo, constructed as a terrarium housing eleven botanicals—directly referencing the gin’s composition while evoking the idea of a contained world. Surrounding elements, including a whale and a sitar, introduce layered symbolism, bridging nature, sound, and imagination.
A recurring miniature figure of Lady Samsara, depicted observing through a telescope, was developed as a narrative device, suggesting curiosity, perspective, and ongoing discovery. This allowed the story to unfold subtly across touchpoints, rather than being explicitly told.
The visual language extended across bottle labels, packaging, and a launch-focused social system. Each element was treated as a fragment of a larger universe, designed to invite exploration over time, rather than immediate comprehension.