Professore Rum has packaging that tells a narrative: a narrative of a mix grasp who dropped out of faculty when he was ten years previous after which was recognized to develop into a famend trainer. Due to this wealthy historical past and juxtaposition of an individual, the packaging represents this man’s legacy.
There are nods to each science and nautical themes all through, from the darkish navy blue paired with the lightness of the golden embossing. The monkey on the label represents the frequent companion of pirates and the light-hearted nature of the model. There are a lot of particulars to find inside the packaging, and when damaged down, the tales they inform are magnificent.
Our process was to develop the label design for Professore rum. It needed to appeal to consideration and make the product distinguishable inside its vary. Conceptually, the design answer needed to deliver the product nearer to the “premium” class. On the similar time, it was vital to win the belief of the medium-segment shoppers, whom the product targets.
Product description: Professore is a mix of rums from the areas of the Dominican Republic, Jamaica, Panama, and Nicaragua, bought on the Czech market within the medium phase.
The model story: This story was informed to us by one of many blend-masters of the Professore rum: “Creating a brand new rum isn’t a joke, particularly for a European. Central America just isn’t simple to get round, and also you want somebody to information you. My trainer and information was Ruiz. An area man, for whom rum was his entire life. In his fifties, he was surprisingly stuffed with power. As soon as, once we had been working – tasting rums and attempting to choose one of the best one, Ruiz started to speak, and I discovered that he dropped out of faculty when he was ten. Listening to that, I informed him: Ruiz, it doesn’t matter what number of years you’ve spent at college. To me, you’re a higher trainer than most famed professors. He laughed and stated – Cuando el alumno está listo, aparece el maestro. When the coed is prepared, the trainer will seem. I remembered this story once we had been creating a reputation for the brand new rum, and that is how Professore got here to life. Cheers to Ruiz, the Professor!”
Resolution: We analyzed classical visible parts of the rum phase: marine motifs (ships, pirates, nautical symbols, sea navigation maps), décor and parts of Caribbean wildlife, the feel of the waxed paper, gold medals, and serif typography.
On the one hand, we needed to adjust to the standard visible model of the rum phase, but on the opposite, create a singular language, structure, and idea for the brand new product.
Because the historical past of the model illustrates, our product has a hero – energetic and skilled Ruiz. He achieved such a stage of mastery at what he does, that he rightfully deserves the title of Professor. For each grasp, this can be very vital to go away a legacy, to make sure that their expertise and information are handed to future generations. Whereas scientific minds report their legacy in tutorial volumes, “professor” Ruiz creates it along with his personal palms. His legacy is the style of the distinctive mix of Caribbean rums; the style that might be beloved and remembered. Professore rum is his finest e-book, his dissertation that deserves cowl. This concept laid the muse of the longer term label: the label/cowl for the rum/scientific masterpiece of Professor Ruiz. We had been impressed by classic e-book covers and print productions on the Caribbean subject. The label mixed a number of typographic compositions with conceptual texts to provoke communication with the purchasers.
To maintain up with the rum theme, we picked a picture of a monkey – a frequent companion of pirates and sea wolves. Monkeys not solely remind prospects of southern nations; in addition they symbolize a light-hearted and ironic perspective to life. These are the qualities that our hero, Ruiz, additionally possesses. Contemplating the truth that the label is created in a reserved and structured model, the monkey picture creates a distinction with the overall temper, including conceptual dynamism to it.
For the primary label, we selected the dark-blue color. It has long-established connotations with the scientific neighborhood, but on the similar time, it’s the color of the ocean. The mixture of the dark-blue satin background, golden emboss, and ember-coloured liquid of the rum creates a nice play of sunshine, accentuating the wealthy flavour of the product and distinguishing it from its rivals.
Regardless of the abundance of particulars, the composition of the label is perceived as a unified and harmonious sample. The stable cream line stretches horizontally by the entire composition, highlighting the title of the model. The title is crafted in shiny varnish, whereas the remainder of the label is printed matte.
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