Boho Ras: A Fusion of Global and Local Spirits

Abhijeet Thakur's Award-Winning Design of Packaged Cocktails

Abhijeet Thakur's inspiration for Boho Ras stemmed from the observation that while many brands sell ready-to-drink cocktails, none have ventured into selling pre-packed cocktails made with local Indian spirits. These spirits, with their unique taste and high alcohol content, provide a distinctive buzz. Thakur aimed to design a brand that would not only sell these spirits but also package them into cocktails, thereby creating a "Glocal" vibe around the brand.

Boho Ras stands out from other brands due to its unique properties. It offers the finest pure distilled local spirits, available in 200ml bottles, and also sells packaged cocktails made from these spirits. The cocktails are available in both 200ml and 750ml bottles. The product is available in select stores and outlets of the brand, as the cocktails are handcrafted in batches overseen by professional mixologists.

The design of the product is as intriguing as its concept. The small 200ml bottles of "Pure spirits" and "Cocktails" are approximately 250mm in height, with labels 145mm high. The larger 750ml "Cocktails" bottle stands at 350mm, with a label height of 240mm. The labels on the "Cocktails" bottles feature a semicircular curve at the top, reminiscent of local spirits labels found in India.

Thakur's design process involved extensive research, including studying existing brands, understanding market scenarios, and identifying customer needs. Through surveys, interviews, and SWOT analysis, Thakur discovered that the target audience was seeking a product that combined premium cocktails with locally produced spirits. This insight shaped the design of Boho Ras, leading to a vibrant, artistic product with a classic appeal.

Despite the challenges faced in finding a balance between local and global culture and developing a visual language that would appeal to the target audience, Boho Ras was successfully launched. The product's packaging is an abstract portrayal of the buzz that consumers experience after drinking the cocktail. The design was recognized with a Silver in A' Packaging Design Award in 2020, a testament to its creative and professional excellence.