PACKAGING DESIGN
BLENDERS PRIDE SPECIAL EDITION PACK
Blenders Pride is the largest selling mass premium whisky in India. Yet, there are pockets in the country where they face severe competition from homegrown brands. One such pocket were the North-eastern states of Assam, Arunachal and Manipur. Blenders was constantly falling in sales and was now the 3rd largest selling whiskey in these states. They wished to address the problem.
Blenders Pride has historically been associated with fashion and style. To build a strong local connect, they decided to collaborate with one of the most popular, upcoming fashion designers from the region, Jenjum Gadi. And to celebrate this association, Blenders decided to announce a special edition pack. A pack that is an ode to Jenjum's inspiration. His tribal background.
Taking inspiration from various North-eastern traditional clothing, we designed a pack that looked like it had been woven. From Naga shawls to Arunachali motifs to weaving techniques of Assam. Our inspiration reached deep into the source of pride of the North-eastern people. Something that designer Jenjum Gadi does with his works as well.
