El General Caribbean aged rum
Industry
Spirits
What we helped with
Naming, Brand Story, Design Strategy, Packaging Design incl. Structural, POS
Our brief was to develope a brand around the concept of an original Caribbean aged rum, designed and positioned in the super-premium market segment.
We started with a clear design strategy that reflects the intended NeedScope and brand archetype methodology.
We created a brand story with a name to match, centered around the character of
“El General”. The brand values and personality was crafted around this old-world charm, a fundamental appreciation for quality and a hint of dark mystery. It had to be internationally- and easily understandable to support the future export potential of the product.
