Rum-blending is a science. Professors record their knowledge in books, while blend-masters apply it to the art of mixing drinks. Inspired by book covers and Caribbean motifs, we created label design for Professore, unique blend of rums from the regions of the Dominican Republic, Jamaica, Panama, and Nicaragua, sold on the Czech market in the medium segment.
Professore rum has an interesting story behind its creation. It was told to us by one of its blend-masters:
“Creating a new rum isn’t a joke, especially for a European. Central America is not easy to get around, and you need someone to guide you. My teacher and guide was Ruiz - a local guy, for whom rum was his whole life. In the science of rum-blending, he was a true professor”. This is how Professore came to life and got its hero - energetic and experienced Ruiz.
We were inspired by marine motifs, décor and elements of Caribbean flora and fauna on the one hand, and the scientific books on the other. For every master, it is extremely important to leave a legacy, to ensure that their experience and knowledge are passed to future generations. While scientific minds record their legacy in academic volumes, “professor” Ruiz creates it with his own hands. His legacy is the taste of the unique blend of Caribbean rums; the taste that will be loved and remembered. Professore rum is his best book and the label created by us - its cover.
To keep up with the rum theme, we picked an image of a monkey – a frequent companion of pirates and sea wolves. Monkeys not only remind customers of southern countries; they also symbolize a light-hearted and ironic attitude to life. These are the qualities that our hero, Ruiz, also possesses. Considering the fact that the label is created in a reserved and structured style, the monkey image creates a contrast with the general mood, adding conceptual dynamism to it.
For the main label, we chose the dark-blue colour. It has long-established connotations with the scientific community, yet at the same time, it is the colour of the sea. The combination of the dark-blue satin background, golden emboss, and ember-coloured liquid of the rum creates a pleasant play of light, accentuating the rich flavour of the product and distinguishing it from its competitors.
We used Adobe Photoshop and Adobe Illustrator in the process of the design preparation.
We became familiar with the world of rums, learned more about the rum-blending techniques and about the culture of the Caribbean region. The new product was well-received by its consumer audience - the combination of the unique taste and outstanding design allowed the product gain a stable position in the market, which it is able to maintain and even improve.
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