Reimagining
the iconic

Old Monk, is an old school, iconic Indian Rum. This project is a conceptual exercise, done for Lazy8 Design as part of their #designindia2020 initiative, where we rethink some of India's most iconic brands, and present them in a new, modern avatar.

Old Monk, has always held a very special place in the hearts of all Indians, young and old, with a strong nostalgic hold. The concept was to capture this aspect of nostalgia, juxtaposing it with a modern treatment, that is consistent with today's sensibilities, while making the identity dynamic and fun. Each label is unique, revolving around a human centric emotion, that people can relate too, making each bottle a collectors item. This concept further extends to incorporate the addressing of social issues to spread awareness.

*This project was featured on The Dieline