Moksha is a New Zealand-brewed, India-inspired gin brand. Borrowing spices and flavors found in Masala Chai (cinnamon, cloves, cardamom), the gin brand pays tribute to its inspiration through a wordmark pairing the name in both Devenagari and Latin associated with illustrations of a lush jungle.

From a Brand Identity interview with Charlotte Sole, Design Director at Tomorrow:

The wordmark was set in the open-source 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.

On top of the wordmark, Le Murmure is also used across the brand for all titles. These three typefaces are also accompanied by Commuters Sans in all caps for sub-headlines, UI, and introductory paragraphs, and Right Grotesk Wide for all body copy.

When Moksha is only sold in New Zealand (for now), one could ask themself what this Devanagari wordmark is here for besides the obvious answer being exoticism, contributing to the Indian feeling of the brand while only the inspirations behind it are actually linked to the subcontinent.

Illustration by Victoria Garcia, copywriting by Hello Elo, packaging production by Porter, photography by Simeon Patience, and styling by Sam Van Kan.