OBJECTIVE Find a poorly designed brand of spirits and recreate both an evolutionary and revolutionary design. The evolutionary design should be an updated look of the current design. It should take the equity of the current design, brand, and bottle shape. The revolutionary design should reach for a different audience, price range, and mood. Take the current design to a whole new level of package design.
SOLUTION Myers’s Rum uses only pure Jamaican molasses and is commonly used in mixed drinks. Myers’s Rum holds history dating back to 1879 in Jamaica. The brand has equity in the sugar cane fields and their white barrels that rum matures in. The evolutionary design holds these equities of the company as well as the rich color palette the original bottle has. Making the jump into revolutionary was to target the rum drinking culture that wasn’t interested in mixed drinks. The neutral colors and close details hold their own for the revolutionary changes, while holding the equity of the company at the same time.