Campestral – Flavored Rum
Florida, USA
An identity with many memories
The challenge
Campestral is a rum with origins in Puerto Rico but produced and elaborated by F&W Company LLC in Florida, United States. This drink has two flavors, Coconut and Spiced.
The solution
The name Campestral recalls the place where one of the partners of F&W Company was born. For this reason, the place will be recreated with an illustration to bring identity to the drink.
Services
Differentiation strategy
Brand positioning
Visual identity design
Label design
The process
What the design was like before
The main problem with labels was the similarity between them. This made it difficult to differentiate the flavors. With a different visual style and colors, they were redesigned to create a brand identity. This will achieve a good positioning in the market.
Reference images
The design was conceived using as a reference the vegetation and mountains that surround the town of Rosario in the municipality of San Germán, Puerto Rico.
Illustration
First, hand sketches were made and then digitized to give identity to the brand.
Visual identity design
For this project, it was decided to design a typographic logotype to match the visual style created. Then two color palettes were created to differentiate the flavors.
Label design
At this stage, a label design was developed to convey quality, exclusivity and a local product.
Ficha técnica
Client: F&W Company LLC
Location: USA / Puerto Rico
Graphic design and project management: Mariano Zanotti
Research, analysis and strategy: Alejandra Nucci
Illustrations: Daiana Svancara
3D modeling: Janderson Oliveira