Stranger and Stranger,
The Kraken Spiced Rum
Credits Corporate Name of Client: Proximo Spirits Client Account Director: Elwyn Gladstone Agency: Proximo, New York Design Company: Stranger and Stranger, London Executive Creative Director: Kevin Shaw Design Director: Kevin Shaw Art Director: Kevin Shaw Photographer: Karin Taylor Illustrator: Alex Machin Graphic Designer: Kevin Shaw
Basic description of the project: Kraken is a black spiced rum in a bespoke bottle shape with shoulder hoops. The label has an old print pastiche of the Giant Squid. It was created as an alternative to the very popular Captain Morgan.
The spiced Caribbean rum market is dominated by one mainstream brand and there was a real opportunity to create a product with a little more attitude to target the younger sector of this growing market.
The bottle has great shelf and backbar standout and demand has been so high that it sold in excess of 480,000 bottles in the first few months.