Oaksmith
Challenge
India’s whisky market was dominated by local blends and imports, leaving a gap for a premium yet accessible whisky that could reflect Indian tastes while drawing on global traditions.
What we did
Working in partnership with Beam Suntory, created Oaksmith and Oaksmith Gold; India’s first international blended whiskies, uniting Scotch, Bourbon, and Indian grain spirits. Our design language drew on Japanese artistry, Western heritage, and Indian cultural cues to create a brand that feels timeless yet contemporary.
Outcome
Launched in 2019, Oaksmith has become both a cultural and commercial success, selling in excess of 300,000 cases and contributing 20% growth for Beam Suntory in India. By bridging East and West, the brand gave Indian consumers a whisky that is aspirational, world-class, and uniquely their own.
