Cruzan Channels St. Croix For New Rum Bottle Design

Description

The concept: With its sales already cruising, Cruzan Rum wanted to make its packaging look more upscale, real and self-assured. At the same time it did not want to come across as superficial or pretentious. The new look needed to tell the story of 250 years of rum craftsmanship, eight generations of family dedication and the warm and vibrant spirit of the Caribbean island of St. Croix. The rallying cry for the redesign was "real from within."

The challenge: To develop a solution that moved Beam Global Spirits & Wine's Cruzan from a generic, second-tier rum. It needed to communicate to the differing market needs of consumers in the United States and Spain, as well as the broader international marketplace. Finally, the brand didn't want to steer too far away from its original feel because sales shot up 24% to 575,000 cases sold last year, per Impact.

Original URL

http://www.brandweek.com/bw/content_display/news-and-features/packaging-and-design/e3i140609747acf488927c1b5b2da73e270

http://www.brandweek.com/bw/content_display/news-and-features/packaging-and-design/e3i140609747acf488927c1b5b2da73e270