PLANTATION RUM ISLE OF FIJI

CAPTURING THE BEAUTY OF THE FIJI ISLANDS IN AN INVITING EXOTIC PACKAGING

Owned by award-winning company Maison Ferrand, Plantation Rum is an artisanal collection of rums expressing the personality and diversity of the terroirs of the islands where each product is crafted.

The Rooster Factory continues to support its long-standing partner at Plantation Rum with the packaging design of Isle of Fiji, a new iconic signature blend paying tribute to the beauty and terroir of the Fiji Islands.

“From the pristine lagoons to the lush jungles, Plantation Isle of Fiji is an ode to the beauty of the Fiji Islands. This delicious rum is made using traditional techniques and local Fijian sugar cane. First aged in this tropical climate in bourbon casks, the rum is then sailed to the southwest of France for a second maturation in French oak casks. This double aging method paired with Fijian know-how creates a rum with warm notes of exotic fruits and raisins.”

THE CHALLENGE

Our goals for this new Plantation Rum packaging design were threefold:

• Create a fascinating universe that would encapsulate the very essence and beauty of the Fiji Islands and convey it through an unforgettable design as a prelude to what the bottle contains
• Add Isle of Fiji to the signature blends family while maintaining a sense of family aesthetics and consistency throughout the existing line-up, without undermining its unique personality
• Create a show-stopping packaging design for a maximum impact on the shelves and seek to trigger a wow factor on the potential customer.

 
THE PROCESS

To do so, we adorned the packaging with attractive illustrations of typical Fiji’s local flora and fauna, focusing on a few key elements, such as the Lau banded iguana, a blue parrot, and hibiscus, to draw attention.

Using vivid tropical colors – various shades of blue and fuchsia hues – we created a visual invitation to exoticism immediately conveying the “island” feeling, reminiscent of what one may feel standing on a beautiful Fiji Island, under the sun.

The disruptive label shape, overwrapping the bottle but leaving the edges not properly overlapping, evokes a locally handcrafted effect.

The emblematic squat Plantation rum bottle and the raffia sleeve, a tribute to the history of rum, both Plantation Rum’s signature elements, eventually add the last layer to this new tropical offering.

THE RESULT

“The outcome is a compelling visual journey that transports the customer through a multi-sensory experience into the wonders of the Fiji Islands, an irresistible invitation to travel to this exotic paradise, a perfect match to the delicious golden nectar in the bottle,” says Julien Fort, Creative Director at The Rooster Factory.