The Art of the Limited Edition

A conversation with Anand Virmani and Aparajita Ninan of Nao Spirits When Nao Spirits launched Greater Than, India’s first craft gin, the category looked very different. It leaned heavily on paisleys, peacocks, and festive colour palettes. The familiar cues of ‘Indianness’ were loud and decorative. It was easy to recognise and also easy to sell. Nao Spirits flipped that approach. In a media roundtable, Anand Virmani and Aparajita Nina, founders of Nao Spirits, talked about they wanted the brand to reflect a modern India and not a nostalgic one. They wanted something that felt current and the design language followed that thinking. They came up with a bottle that could sit anywhere, in a bar, on a kitchen shelf or be anywhere in a house party. Focus on labels In an industry where labels are often an afterthought, Nao Spirits invested deeply in paper quality, print technique, the finish and the detail. The minimal aesthetic made this even more critical. There was n

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