Packaging / Choosing a Brand: Kraken Rum

February 10, 2014 § 2 Comments

For this brief we have been granted the opportunity to choose our own brand of spirit/liquor to redesign as an aftershave or perfume. I firstly started researching whiskeys, vodkas and rums that are of a mid price range, spirits & liquors that would be interesting to transform into a new product. I looked upon using Captain Morgan’s rum and Russian Standard vodka,  as these are a couple of my personal choices of alcohol. I think I’d really enjoy working with the nautical theme of Captain Morgan’s rum, however I felt these brands were still a little too under priced compared to what else was out there. As a result I remembered another rum I’m very fond of, but don’t purchase due to it’s slightly larger expense, this being The Kraken Rum, this also follows a nautical theme, so my hopes are not lost. The brand focuses on this one drink, having no others in it’s range, just it’s Kraken Black Spiced Rum, the product is unique and needs no further additions to the range. The designs running through the brand are primarily monochrome nautical illustrations, with some attention on typography, I can work with this theme to create a selection of interesting ideas for an aftershave bottle design.

The Kraken rum is fun, whimsy and contains a bit of mythical storytelling.

The Kraken® is the first imported black rum from the Caribbean blended with over 11 secret spices and weighs in at an impressive 94 proof. Named for a sea beast of myth and legend, The Kraken® is strong, rich, black and smooth. While the smooth taste of The Kraken® lends itself to be enjoyed as a sipping rum, it can also be enjoyed as a key ingredient in traditional cocktails like the Kraken® & cola. The Kraken’s proprietary bottle is a replica of a Victorian Rum bottle and features two handles – allowing for easy portability (as well as potability).


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