Barracuda

Designed by Neumeister, Sweden.

Input: Barracuda, a brand formerly owned by the Swedish state liquor monopoly, Vin&Sprit, felt hopelessly outdated. The extremely discrete, almost secretive, design seemed to be helping this budget-priced Caribbean Rum to fall in to absolute oblivion. Sales figures were very, very clear. The Barracuda was dying. Fast.

Output: The target group was younger than before. Those who had travelled a bit and seen something of the world, or at least wanted to. And who enjoyed unpretentious traditional rum! We choose a playful, almost Caribbean attitude with illustrations playing an important role. A kind of a bottle you might be able to find somewhere on the islands in a no-nonsense, beachside bar – at least in our dreams. The copy also put emphasis on Barracuda´s Caribbean origin.

Outcome: The barracuda swam back to surface and up jumped the sales by 120%. Not only did the Barracuda survive, it is now on a steady course up the ranking list of the most popular rum brands in Sweden.