More is more: Tomorrow ensures that Moksha, a gin inspired by India, doesn’t get lost on the shelf

The fact that Moksha has a story tied to India is not hard to guess. Even at first glance, some elements of the gin’s identity jump off the bottle – there’s the Devanagari wordmark, sitting snug next to the Latin one; the ‘go big or go home’ colour palette; and the illustration of a lush forest brimming with animals that wraps around the bottle. Each of these elements comes together to create the vibrant world that Moksha lives in, all conjured by the creative brainpower of New Zealand-based design studio Tomorrow. Moksha – ‘the spirit for free spirits’ – is inspired by India and the founder’s personal connection with the country. This fact had to be an overt, yet not overwhelming part of the gin’s identity. Besides, the gin industry has been seeing explosive growth over recent years, thanks to a whole battalion of distilleries and brands entering the market. So, Moksha had to attract attention and hold its own on busy shelves. “We wanted an experience that would overload the senses, from sight and smell to taste and touch, just like India does,” Design Director Charlotte Sole tells us. The team drew these connections through some considered design choices. The wordmark was set in Le Murmure by Jérémy Landes, using the typeface’s catching beauty. On the bottle, it’s seen flanked by the product name – in Farmacia – and a second wordmark, set in Pancho Devanagari by Indian Type Foundry, which quickly nods to the spirit’s ties to India. Depending on the context, the wordmarks can appear close to each other, and sometimes, are even entangled to create a striking lockup.