The concept behind this project is based on one of Gold Packs briefs, “The Competitive Edge”. 

The goal is to create a pack that will provide the brand and product a significant competitive advantage over other items in that market segment. The task is to create a design that stands out, while keeping in mind that the design must incorporate the main purpose and functions of packaging. Through out the project, I had to identify the target audience, marketing segment, packaging requirements and different communication elements and analyze them. The information must then be adjusted and applied to the chosen brand to make it stand out. 

For this brief I decided to go with Rum. I wanted to challenge myself and see how far I can push the creative illustrative side of advertising and design for alcoholic packaging. The final product needs to consist of two design deliverables, which includes the bottle labeling and the packaging that protects the glass bottle. 

The question that occurred at the start of this project was, what about my design is different to others and what will make it hard for others to compete with? These questions had helped me to conceptualize a multipurpose package design. The purpose of my packaging will be to protect and display the brand.

The rum brand that I had chosen for this brief is called Suncamino, which is a Floral rum. Suncamino is known for being the worlds first floral rum, it is adventurous and focuses on the concept of life being a journey. Their brand promotes exploration and enjoying the beauties of life, such as friendships, nature and memories.

Their main drive is to inspire young adults to go out on adventures and cherish what life has to offer. Drinking has always been considered a social activity, and Suncamino wants to be the drive action for people to invite their friends over to have a fancy Suncamino cocktail, leading them to socialize and living in the moment. 

The actual rum itself is distilled in Barbados for 8 years, and is then transported to Cape Town where their local botanist adds the bouquet of floral botanicals. The rum is blended, finished and bottled in Cape Town. It has a subtle natural floral taste from the extracts of the Hibiscus, Orange Blossom and Honeybush.