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Rethinking the Box

When thinking about the user experience and about the story a brand tells, packaging can make or break the brand. It can blend in on the shelves or sell an experience or a solution to a consumer. This challenge is partially why I love it! 

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Logo and Label Designs

In the liquor world, I would be so bold to say there isn't a ton of invention involved in rum packaging. It's pirates, oceans or simplistic designs on the shelves (which is fine, who doesn't love a little Captain?) From my own research and development, I wasn't able to find a lot of innovation that also looked like it belonged on the top shelf.

When it came to discussing the idea of a new rum brand, we wanted to do something different. Something Texas, that's bigger, bolder, and just, well, different. And so, the rum journey began.

While collaborating as a team, we decided to pursue a number of  ideas independently. The sample here are ideas I started to pursue. In thinking about how rum was produced, transported and enjoyed, I found a balance of rum roots and nautical ideas. I began developing ideas and stories behind each one.

A deep sea diver discovers a unique rum on the ocean floor while exploring in his iron suit. In the murky waters, he discovers a forgotten rum chest long since forgotten, bringing to the surface some of the best treasure the ocean has to find. 

The possibilities
aren't limited. They are endless. 

 

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Boooong Boooong

When NBA all-star Ben Wallace partnered with our client, we were thrilled! We knew we had to create a packaging concept that payed homage to the towering legend himself while also tying in elements of Detroit. It had to have grit, power, and feel larger than life. 

And so, Undrafted was born, encompassing the strength and determination it takes in us all to stand tall, keep our chin up, and do it all again. 



 

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