Botran Roajú
Botran Roajú, a blend that honours the roots of the family, through its narrative, identity, and finishing. Our challenge was to transform this rum into a tribute to the family's origins and legacy. To encapsulate the discovery that the rum’s finishing came from barrels of where the Botrán brothers came from (Burgos), we created Botran Roajú.
This name combines origin (Roa del Duero, Spain) and destination (Xelahú, Guatemala) establishing a connection between the land of wine and the land of rum.
The packaging conveys past and present representing a transatlantic journey: a map of origin (Burgos), Venancio's arrival letter, the brothers' passport, and the Maestras Roneras' current journey. To round off, we used the ticket of the Compañía Trasatlántica Española as a bottleneck, as well as layering labels and pivoting between a wooden and contemporary typography.
Botran Roajú: from the land of wine to the land of rum (and back).
