Mazal: The Indian Rum That Redefined The Standard.
Mazal is India’s first ever rum to win Gold at the European Spirits Challenge in London but it’s more than an award-winning bottle. It’s a brand rooted in Konkan spice heritage, crafted to honour tradition while standing tall on the global stage.
The Market Gap
The Indian spirits market is filled with legacy labels and mass-market players, but very few brands combine global quality with authentic Indian storytelling. Tonia Wines & Spirits wanted to create a premium spiced rum that could break international ground without losing its cultural soul. The challenge was to design an identity that balanced boldness and authenticity, and looked as premium as it tasted.
The Solution
We built Mazal from the ground up — starting with its name, drawn from the Konkani word “mazal,” meaning fortune, and deeply inspired by the coast’s long-standing tradition of spice blending. For generations, Konkani households have crafted their own masala — not just to flavour food, but to preserve stories, rituals, and identity.
Mazal captures this spirit — bold, spiced, layered with legacy.
From the label design to the logo, and across all content touchpoints, we ensured Mazal spoke with confidence, looked like gold, and felt unmistakably Indian. The visual identity combined deep golds, warm spice tones, and elegant typographic choices that appealed to a new generation of spirit lovers, both in India and beyond.
The Outcome
Mazal launched as a bold new chapter in Indian rum earning Gold at the European Spirits Challenge 2025, and praise from connoisseurs for its blend of cinnamon, black pepper, nutmeg, and cashew apple.
Visually and verbally, it now holds a space that few Indian spirits brands do: a premium product with cultural depth and international presence.