When Uppal Brewers & Distillers approached Wishbox, their vision wasn’t just to craft a premium whisky brand—it was to build a world that celebrates the spirit of exploration. Our challenge was to translate this philosophy into a cohesive identity, rooted in Indian heritage, but crafted with global sensibilities. Inspired by the Hindi words “soo” (good) and “rahi” (traveller), SOORAHI became a metaphor for life’s journeys, within and beyond.

Everything from shaping the tone of voice to designing the logo, website, whisky box, gifting notes, brand stationery and collaterals, every detail was treated as a touchpoint of storytelling. The North Star, compass and ship became signature motifs, anchoring SOORAHI as a companion for modern explorers. Whether it was the poetic flavour notes on the canister, the discovery-led layout of the website, or the letterhead sealed with legacy, each element carried the soul of the brand.

Today, SOORAHI stands as a proud homegrown brand, ambitious, elegant and full of meaning. And for us at Wishbox, building it wasn’t just a design exercise. It was a rare opportunity to shape a companion, one that travels with you, tells your story and makes every pour a moment worth toasting.