Bootz Dark Jamaica Rum

Agency: Taali Media
Creative Director: Pushpanjali Banerji
Senior Designer: Aushreen Kumar
Designer: Harshita Sareen
Location: India
Project Type: Produced
Client: Kyndal Group
Product Launch Location: India
Packaging Contents: Rum
Packaging Substrate / Materials: Paper Core Canister and Glass Bottle
Printing Process: Offset

INSPIRATION:
Keeping the rich heritage of the BOOTZ brand, established in 1650, we created an amusing brand world for consumers to playfully engage with- telling them a curious story.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
A vision of a vintage newspaper set in Jamaica in the late 1600’s is brought to life -Stippled illustrations, whimsical copy and letterpress inspired typography create a unique and premium aesthetic appeal.
Storytelling is at the heart of the design.

Set on a striking cream and black combination with gold foil accents the canister and label reflect a differentiated and vintage look. The most expensive rum in its segment, Bootz is growing fast and winning hearts with its signature crafty vibe.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The labels are printed on metalized paper with a gold foil effect and UV varnish. The canister label is matte paper with gold foil enhanced by detailed texture varnish.

RESEARCH ABSTRACT:
Bootz has created a new segment for itself as the pricing scale for Rum in India tends to either fall on the extreme high or the extreme low end. Considering Bootz Rum is that of a blended variety with a higher price in comparison to the competition we went the extra mile when it came to its packaging and deliverance, to give the consumers their money’s worth.

CHALLENGE:
The challenge was to craft an exclusive & premium Rum identity and packaging design, apt in reflection of the Jamaican heritage, yet differentiated. We created one that justified the price of Bootz Rum which is slightly higher in the economy rum segment in the Indian market.

SUCCESS:
The brand has garnered 3% of the total Rum sales in its key markets in less than one month of launch.

What’s Unique?
Storytelling is at the heart of the design. A vision of a vintage newspaper set in Jamaica in the late 1600’s is brought to life -Stippled illustrations, whimsical copy and letterpress inspired typography create a unique and premium aesthetic appeal.