As the Director of South Seas Distilleries, Rupi Chinoy is responsible for overseeing the brand's creative direction, which includes design, packaging, and branding. With her keen attention to detail and passion for visual aesthetics, Rupi skillfully translates the brand's ethos and vision into captivating designs.

Rupi's passion for art and design led her to spearhead the creative vision for the brand. In collaboration with a design agency, she conceptualized the packaging for the company's first product, Crazy Cock single malt whisky, available in two variants: RARE and DHUA. With a clear vision in mind, Rupi aimed to create a design that would resonate with a global audience while maintaining an air of sophistication. Through extensive research into each design element, she arrived at a premium aesthetic that not only reflects the character of the liquid, but also possesses a touch of quirkiness, setting the brand apart from the rest.

As an avid traveler, Rupi has gained a profound understanding of the global distillation landscape by visiting various distilleries around the world. These experiences have provided her with a broad perspective on different spirit categories. Rupi's vision for South Seas Distilleries is to elevate Indian spirits in the luxury segment, establishing them as a highly esteemed choice worldwide.