Rajasthan’s state bird, the GODAWAN, was in danger of extinction. With only 100 remaining, and with the insight that today’s Indian luxury consumer buys into brands with genuine purpose, the opportunity to create a brand to save a rare species was born. From here we built the positioning, story and identity for this ARTISANAL INDIAN SINGLE MALT whisky brand from the ground up.
Our creative idea of ‘DESERT BLOOM’ is an ode to Rajasthan, the home of the Godawan. Everything about it, just like the bird, is rare and precious, from the whisky to the hand-crafted identity. An Indian-born global brand with MINDFUL LUXURY at its heart, building A BRIGHT FUTURE for a rare bird.
Brand strategy
Brand identity
Naming
Tone of voice
Packaging
Structural design
Sustainability
Key visuals
Visual merchandising
Barware
Brand guidelines
Gold, Marketers Excellence Awards - Packaging
Gold, Marketers Excellence Awards - Visual ID
Gold Transform Awards Asia 2023 - Visual Identity
Gold Transform Awards Asia 2023 - Packaging
Bronze Transform Awards Asia 2023 - Strategy
Bronze, International Spirits Challenge 2023
Silver, Fab Awards 2023 - Ethical Design
Silver, Graphis Design Awards 2023
Bronze, Creativepool Annual 2023 - Packaging
Bronze, Creativepool Annual 2023 - Effectiveness
People’s Choice, Creativepool Annual 2023
Kyrooius Design Awards 2023 - Packaging
Silver, Harpers Design Awards 2023
₹11 MILLION CONTRIBUTED TO CONSERVATION EFFORTS
HIGHEST RATE OF SALE OF ANY DIAGEO INDIA BRAND
£2.36M EARNED MEDIA VALUE
“It’s been an incredible journey to bring Godawan, Diageo India’s innovation in artisanal single malt whisky, to life and Butterfly Cannon have been there with us every step of the way. From creating the brand story, to designing the brand identity, packaging and beyond, their exquisite work for Godawan reflects not only the region’s craftsmanship and ingenuity, but also the commitment to sustainability and preservation of the land it comes from. They have been integral in ensuring that Godawan champions India as the next emerging destination for quality single malts as well as artisanal craft spirits.”
Vikram Damodaran
Chief Innovation Officer DIAGEO INDIA
