Professore Rum has packaging that tells a narrative: a narrative of a mix grasp who dropped out of college when he was ten years previous after which was recognized to turn out to be a famend instructor. 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 various 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 resolution needed to deliver the product nearer to the “premium” class. On the identical time, it was vital to win the belief of the medium-segment customers, whom the product targets.
Product description: Professore is a mix of rums from the areas of the Dominican Republic, Jamaica, Panama, and Nicaragua, offered on the Czech market within the medium section.
The model story: This story was instructed 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 is just not straightforward to get round, and also you want somebody to information you. My instructor and information was Ruiz. A neighborhood man, for whom rum was his entire life. In his fifties, he was surprisingly filled with power. As soon as, once we had been working – tasting rums and making an attempt to select the perfect one, Ruiz started to speak, and I discovered that he dropped out of college when he was ten. Listening to that, I instructed him: Ruiz, it doesn’t matter what number of years you’ve spent at college. To me, you’re a higher instructor than most famed professors. He laughed and stated – Cuando el alumno está listo, aparece el maestro. When the coed is prepared, the instructor 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!”
Answer: We analyzed classical visible components of the rum section: 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 fashion of the rum section, but on the opposite, create a novel 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 degree of mastery at what he does, that he rightfully deserves the title of Professor. For each grasp, this can be very vital to depart a legacy, to make sure that their expertise and information are handed to future generations. Whereas scientific minds document their legacy in educational volumes, “professor” Ruiz creates it together with his personal arms. His legacy is the style of the distinctive mix of Caribbean rums; the style that shall be beloved and remembered. Professore rum is his finest ebook, his dissertation that deserves an excellent cowl. This concept laid the muse of the long run label: the label/cowl for the rum/scientific masterpiece of Professor Ruiz. We had been impressed by classic ebook 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 nations; additionally 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 fashion, 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 identical 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 nice play of sunshine, accentuating the wealthy flavour of the product and distinguishing it from its opponents.
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 via 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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