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Agneya
The Brand
& The Brief
Piccadily Agro Industries set out to introduce a lightly peated single malt to the Indri family. Their goal was to craft an expression that felt distinct, purposeful, and rooted in Indian provenance, while still bringing in an element of peat. The brief given to StoryBoats was to build the brand world, define the narrative, articulate the philosophy of the expression, and create packaging and creative assets that reflect the identity of their newest addition.
Brand
Agneya Peated Whisky
Industry
Alcobev
Services
Strategic and Creative Partner
Packaging & Labelling
Creative Assets
Website Design
The Challenge
This peated malt needed a world of its own. It was a very different product with a very different personality, which required a distinctly different treatment. The product carries gentle peat, warmth, richness and restraint but the brand truth had to run deeper than tasting notes and the fact that it was lightly peated. The challenge was to move beyond category cues and build a narrative that was culturally anchored, philosophically rich and powerful enough to become a long-term platform that could translate across every collateral in a beautiful and cohesive way.
The Strategic Approach
We began by giving it a name - Agneya.
Agneya in Sanskrit means of or pertaining to Agni (fire). It is a word that carries centuries of meaning, touching mythology, ritual, philosophy and human instinct. This became the foundation. We viewed fire not as destruction, but as duality. Fire destroys but it also purifies. It devours but it also nourishes. It scorches but it also heals. It ravages but also refines. This duality of fire and how it refines whatever it touches shaped the entire narrative, stripping away the unnecessary and revealing what is essential.
From that truth emerged the brand story, the manifesto and the campaign line that sits at the heart of the brand:
“For when fire finds its purpose, greatness is born.”
The packaging, creative assets and digital touchpoints were then built to reflect this philosophy with clarity and restraint.
Asset Categories
01 : Packaging Design
We kept the packaging colours black with gold foiling, with gold drawn from the glow of flame and black signalling the depth of the peated expression. The look remained minimalistic across the black bottle to preserve a sense of restraint, purity and quiet power that aligns with the spirit of Agneya.
02 : DIWALI- VALUE ADDED PACK
03 : Creative Assets
We created key visuals anchored in expressive typography and a strong hero shot of the bottle, designed to communicate the brand story with clarity across every medium. To build digital anticipation, we used fire as metaphor to shape the pre-launch, reveal and launch videos.
04 : Website banner
Agneya’s microsite was designed with a minimalist, premium aesthetic. The opening section introduces the brand story, followed by awards and recognitions, tasting notes, the story of the wood and all visual assets crafted for the brand. The digital experience was built to feel unified, elegant and aligned with Agneya’s world.
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