Design & Innovation - sponsored by Opus 21 Digital
Brand Design: Cruzan Rumliz.wells@haymarket.com, 3 November 2008Be the first to comment on this article Dragon has created an identity for the Cruzan Rum portfolio that has more of a premium feel. The rum was previously perceived as a value brand, so Dragon was tasked with aligning the packaging to the ‘simply better rum’ brand positioning. The consultancy created a new brand marquee, inspired by the coat of arms engraved into the wall of the distillery. The bottles feature bespoke embossing, with broad shoulders and a subtle tapering to the foot to enhance the quality cues. The footer labels have been designed to reflect the individual personality of each variant, while retaining the family feel. Chris Barber, design director at Dragon, said: “Our challenge was to create an iconic solution that would be a genuine reflection of the brand’s rich heritage.” The Cruzan Aged Light and Aged Dark were launched internationally in September and the Single Barrel will be available early next year. Client Jim Beam
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