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 identified to grow to be 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 throughout the packaging, and when damaged down, the tales they inform are magnificent.
Our activity was to develop the label design for Professore rum. It needed to entice consideration and make the product distinguishable inside its vary. Conceptually, the design resolution needed to carry the product nearer to the “premium” class. On the similar time, it was essential 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 advised 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 isn’t simple to get round, and also you want somebody to information you. My trainer and information was Ruiz. A neighborhood man, for whom rum was his complete life. In his fifties, he was surprisingly stuffed with power. As soon as, once we have been working – tasting rums and attempting to choose one of the best one, Ruiz started to speak, and I came upon that he dropped out of faculty when he was ten. Listening to that, I advised him: Ruiz, it doesn’t matter what number of years you’ve spent in school. 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 have been creating a reputation for the brand new rum, and that is how Professore got here to life. Cheers to Ruiz, the Professor!”
Answer: We analyzed classical visible components of the rum phase: marine motifs (ships, pirates, nautical symbols, sea navigation maps), décor and components of Caribbean wildlife, the feel of the waxed paper, gold medals, and serif typography.
On the one hand, we needed to adjust to the normal visible type 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 essential to go away a legacy, to make sure that their expertise and data are handed to future generations. Whereas scientific minds document their legacy in educational volumes, “professor” Ruiz creates it along with his personal fingers. His legacy is the style of the distinctive mix of Caribbean rums; the style that will probably be beloved and remembered. Professore rum is his finest e-book, his dissertation that deserves a great cowl. This concept laid the inspiration of the long run label: the label/cowl for the rum/scientific masterpiece of Professor Ruiz. We have been impressed by classic e-book covers and print productions on the Caribbean matter. The label mixed a number of typographic compositions with conceptual texts to provoke communication with the shoppers.
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 international locations; 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 type, the monkey picture creates a distinction with the overall temper, including conceptual dynamism to it.
For the principle 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 mix of the dark-blue satin background, golden emboss, and ember-coloured liquid of the rum creates a pleasing 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 strong cream line stretches horizontally by way of 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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