This is a winning submission for the 2013 YCN brief for Bacardi. Promote Bacardi to 18-24 year old males in a bar environment by creating a concept for a new drink and / or advertisment campaign. I chose to create Bacardi Original, a spiced rum, which has been created from secret traditional recipes. The branding of the product is very much taken from the history and heritage of the company and this is shown through visuals, products and packaging.
Both the bottle and the wooden crate idea has been directly influenced by some of the original packaging that was used to host bottles on across seas journeys. The idea of bringing cuba across to England through the heritage of Ron Bacardi and the company is something that was important to get across to a young male audience, in a contemporary, up-to-date fashion. The mason jars and other items were used to add a new experience to drinking in a bar environment that would appeal to young males who are looking to show off their peacock feathers.
Bacardi Original. Heritage, in a bottle is the tagline attached to the product. This directly links the history of brand whilst also adding trust and a touch of luxury to the new beverage. I wanted to get across that this is a traditional recipe both through the product itself, the packaging and promotional material. This is why the deep colours and vintage photography have been applied to give a ‘modern-vintage’ appeal.
Designed by: Sam Lane, United Kingdom.
Bacardi Original
Bacardi Original2
Bacardi Original3
Bacardi Original4
Bacardi Original5
Bacardi Original6
Bacardi Original7
Bacardi Original8
Bacardi Original9
Bacardi Original10
Bacardi Original11
Bacardi Original12
Bacardi Original13
Bacardi Original15
Bacardi Original16
Bacardi Original17
Bacardi Original19
Bacardi Original20
Bacardi Original21
Bacardi Original22
Bacardi Original23
Bacardi Original24
Bacardi Original25
Bacardi Original26
Bacardi Original27
Bacardi Original28
Bacardi Original29
Bacardi Original30
Bacardi Original31
Bacardi Original32
Bacardi Original33

Bacardi Original : YCN Winning Entry 2013

Featured on Package Inspiration

You may also like
Alcoholic Beverages
Harper's Trail
Alcoholic Beverages
Ober Brewery
Alcoholic Beverages
Cape Fynbos Gin
Want to inspire? Submit work
Submit your work!
Featured on Package Inspiration
Sign up with your email address to receive news and updates