3ZERO packaging system
Package design for a Caribbean brand of spirits.
Everything Slight Pepper was commissioned to develop an attention grabbing packaging system for the 3ZERO rum series with a fashionable aesthetic that explores alternative positioning for an overproof rum with a distinctly designer feel. The tall, oval, bottle chosen for this range of rums is uncharacteristic of traditional Caribbean rums giving the brand presence amongst the vodka and whiskey spirit categories.
The 3ZERO packaging system consists of 4 elements.
A die-cut wrap around body label
Face screen print
Stamped cork
Shrink wrapped sleeve
The 3ZERO range of rums are combination of Caribbean spirits concoted by master blender Patrick Patel. The name of the rum is based on iconic world-class entertainer Machel Montano's 30th year of business in the music industry.
Operating under the trade name "The Chemistry of Rum", Patel sampled various rums throughout the region, in order to perfect a formula aimed at satisfying the palates of local rum drinkers. The various blends developed were thus named using elements from the periodic table, Platinum, Gold and Silver.
3ZERO Platinum Rum is different to anything on the local market with its unique taste profile, smooth with a hint of sweetness. The alcohol content at 52%, 30% percent higher than most of the pouring rums on the Caribbean market.
The standout feature of the 3ZERO packaging system is a stylish layered label.
Inspired by origami lines, the label is die-cut along diagonal lines to create an asymmetrical shape. The label is applied from left to right starting at its widest portion along the entire width of the bottle. The wrap extends 360 degrees around the bottle, back around to overlap the front.
3ZERO Platinum Dieline | Emboss Plate | Silver Foil Plate
3ZERO wraparound body label (laid flat)
3ZERO Platinum Rum label - Front, bottom layer.
This section of the label features a subtle uv coat of the signature "3 pattern"
This section of the label features a subtle uv coat of the signature "3 pattern"
3ZERO label (front: top layer).
This flap features a smooth matte finish with a combination of embossed and foiled text.
This flap features a smooth matte finish with a combination of embossed and foiled text.
3ZERO Platinum Rum label - Back
This portion of the label bears the descriptive information specific to the particular blend of rum.
Design features also include an embossed and foiled version of the 3ZERO logo
This portion of the label bears the descriptive information specific to the particular blend of rum.
Design features also include an embossed and foiled version of the 3ZERO logo
These elements of the 3ZERO package system involve the application of the logo through a screenprinting method directly on to the chest area of the oval shaped bottle and the cork cap respectively. Screen printing is a specialized process in which an image is applied directly to a bottle using ceramic, metallic, or precious metal inks.The sleek finish gives the bottle a fresh look that is scratch, scuff and soak resistant. The package is finished off with a perforated tamper proof seal. This clear plastic tube is shrunk to fit the shape of the bottle neck using heat.
3ZERO Platinum Bottling at Foursquare Distillery Barbados [via Instagram]
3ZERO Platinum Rum and its package designer, Caribbean studio “Everything Slight Pepper” made its mark in the Caribbean, and on US soil in the 2013 leg of the 4th District American Advertising Federation’s ADDY Awards walking away with five coveted awards.
“The 3ZERO Rum bottle design by Everything Slight Pepper stood out with its understated elegance.
It was not just about the label, logo and bottle design, as individual elements; it was how they organically came together to showcase the product capturing the judges’ attention”. - 4AAF Caribbean
It was not just about the label, logo and bottle design, as individual elements; it was how they organically came together to showcase the product capturing the judges’ attention”. - 4AAF Caribbean
TEAM
Creative Director: Jeunanne Alkins
Graphic Artist: Shelley-Ann Scott
Graphic Artist: Shelley-Ann Scott
Copywriter: Jeunanne Alkins
