The Taj Group wanted to appeal to the younger and more modern traveler through a contemporary wine brand for their luxury hotels that embodies the spirit of a new India. Taj is renowned for its heritage and old-world luxury. The challenge of this design was to break through that 'old world' image of the Taj to capture the attention of the modern traveler by showcasing a contemporary and relevant side to the brand.
We crafted the name SVARA, meaning ‘musical note’, which speaks to a ‘new’ India’s culture and vibrancy. The contemporary look, bold colors and fluid typography represent India’s unique medley of energy and grace, making SVARA a game-changing brand for the Taj. SVARA will be available across the Taj Group in India - a first for a truly ‘made in India’ wine label.
2001, 20th Floor, Tower 2 India Bulls Finance Centre, Senapati Bapat Marg Mumbai, Maharashtra 400013 IN