Packaging / Brand Values & Narrative

March 2, 2014 § Leave a comment

“The Kraken is the most fearsome of all sea monsters, that lives up to 3,000 feet below the ocean surface. This dreaded behemoth has been known to attack ships, dragging god-fearing seamen to their deaths. The largest shipment of Caribbean black spiced rum was said to be brought down by the Kraken. The rum was named thusly, as to being as dark, strong and mysterious as the ink of the beast.”

“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).”

Brand Values

Kraken’s core brand values lie within it’s nautical nature, the sea is the setting, and the creatures that live within it’s vastness are the characters, with key focus on the mythological creature that is the Kraken; a nautical and mythic theme runs throughout the brand. As far as product variety is concerned Kraken Rum has sole focus on one dark spiced rum, 94 proof, 47% (“Like the deepest sea”), with the price for a standard 70cl bottle ranging between £23 to £27. The bottle design is set apart from the competition with it’s Victorian style bottle with double handles.

The brand has a strong illustrative design, with the website having much to offer visually; the brand has a vintage feel to it, which is reflected in their shop, where you can purchase vintage style products. Looking at the typographical aspects of the brand, the brand displays a variety of typographic styles, but mainly focusing upon bold sans-serif fonts, usually all set in upper-case for headings involving the word ‘Kraken’, as well as more calligraphic font styles which are used also for headings, and in some paragraphs of text. The whole brand style is reminiscent of the 1800s. The bottle design contains both these type styles, using a calligraphy font for ‘The’, and a heavy upper case sans-serif for ‘Kraken’. The colour scheme for the brand is almost purely monochrome, with some additions of old/off whites, creams, browns, and dark blues. The Kraken brand maintains a strong, yet simple, feel and look. It’s managed to not smother their brand with surplus design and distractions, rather allowing the brand’s elements of which form it’s essence to stand out.

The brand has a witty feel to it also, with the Kraken story book containing pages on mash-up ‘weapons’ to defeat the creature, the Kraken’s ‘natural enemies’, ‘deterrent devices’, poems & songs, as well as a glossary of descriptions. Wording such as “Like the Kraken’s ink, the Kraken rum is black and powerful.”, and from the app: “The Simulation Application for Nautical Maneuvering”, “near-accurate simulation, so that you may experience the perils they encountered in bringing their fine products to the world.”, “state-of-the-art 19th century technology”, “hand-etched art, etched by real hands”, and “fall-off-the-edge-of-Earth accuracy”, adding to the brand’s charm and witness, and ultimately it’s very own persona, separating it from just being a drink.

After further research into The Kraken brand, I’ve come to the conclusion that the fragrance product I’ll be producing will be an aftershave. I’ve chosen this orientation for the reason that the brand seems to emanate a more masculine vibe, there is a distinct lack of female presence within the brand, for instance, all the human portrayals are of male characters, the Kraken is referred to as a ‘he’. If I so chose to create a perfume, I could happily work with that, though it would seem illogical to go that path due to the predominantly male tone. If I have time I could create a ‘for him’ and ‘for her’ fragrance. This would actually be simple, the colour scheme would simply be inverted, and the tagline would be altered.

The fragrance would revolve around the flavours and spices in the rum (some of these are gained from taste profiles and reviews) : sugarcane / molasses / caramel / spice / oak (barrel) / cinnamon / ginger / cloves / licorice / black cherry / plum preserve

With the packaging design for the fragrance, I’d follow in the same path of the current brand, simple design, monochrome colour scheme (most likely), line work (borders), and a good focus on typography, as well as some Kraken incorporation, be that with the whole form of the creature, or characteristics of it. I’d like to experiment also with pattern, this could potentially be a glossy/matt/embossed finish on the packaging.

Characteristics of aftershave:

> Mysterious

> Powerful (but not overpowring)

> Sweet spice

> Wear the beast

> Release the beast inside of you

> Musk


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