Shakara

Creation of a brand universe rich with history

Using our unique creative approach, the celebration and enrichment of knowledge derived from the exploration of cultures such as that of Thailand, is an incomparable pleasure.

The creation of a brand universe rich with history is comparable here to the first olfactory discoveries made by the sophisticated rum consumer when first encountering the subtle aromas of Shakara.

Maison & Velier, in collaboration with Studio Boam, wanted to create the image of a discrete and intimate player among global rum production houses while evoking that certain specific elegance of Thailand.

First of all, we created a name referring to the cane sugar from which the rum is produced. Shakara offers up to the eye, a flamboyant world of mystical rites and mythical animals born of the divine.

The approach to the composition of our production is a fractal one. The central core of the work, symbolized by the mask, is the principal motif.

What follows is a set of distinct sub-sections establishing an almost graphic-novel-like aesthetic. The sections each recount their personal, individual stories while engaging in dialogue with each other.

With Shakara, the Kingdom of Thailand, the second largest producer of cane sugar in the world, is presented as possessing a noble spirit, articulating the riches of a deep knowledge of craft and exotic materials, from a country of millennia-old riches.