Brand Strategy, Brand Creation, Visual Identity, Architectural Viz

TIGERFIRE VODKA

Client: Sanjay Dutt | India, USA

A man with sunglasses and a beard is holding a bottle labeled 'Tigerfire' to his lips. He is dressed in black leather jacket with chainmail details and has tattoos and rings on his fingers. The background is dark and cloudy.
A black and white circular logo featuring an intricately detailed tiger or lion face with stylized lines and patterns. The logo has the words 'TIGERFIRE' at the top and 'NEVER GIVE IN' at the bottom.

I partnered with Jason Deland to create TIGERFIRE from the ground up, shaping the full brand world, visual identity, and launch campaign while working closely with Sanjay Dutt. The brand launched in 2025 in India and later in New York with a heavy glass bottle defined by hand crafted filigree and a tiger design inspired by Sanjay’s eyes. TIGERFIRE lives in a space of danger, passion, and elegance, speaking to those who never bow. What began with vodka is only the start, as TIGERFIRE evolves into a house of luxury brands across multiple categories. Stay tuned.

A bottle of white tequila pouring liquid into a tall glass with ice, against a black background.
A collage of black and white photos featuring cars, motorcycles, a woman on a motorcycle, a person riding a motorcycle, a person sitting at a bar, a woman with a bike, a person walking in an urban environment, various tiger-themed logos and designs, a bottle of liquor, a hand holding a lighter with flames, and a man smoking a cigar.
Various tiger-themed promotional images, including glasses with tiger designs, a book cover titled 'Never Give In' by Sanjay Dutt, a gray shirt with a tiger patch, and a woman wearing a tiger design on her black outfit.
A bottle of Tiger Fire premium artisan vodka on a table with a cap next to it, with a couple in the background sitting close and facing each other in a dimly lit setting.
Close-up of a man with tattoos, multiple rings, and necklaces, wearing a black leather jacket and chainmail collar, holding his hand near his face with an intense expression.
Multiple images of Tigerfire vodka bottles with intricate tiger face designs, a copper-colored container engraved with Tigerfire and a tiger illustration, and a glass with lime and mint garnishes on a dark textured surface.
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