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World-famed soca artiste Machel Montano came together with radio station owner and event promoter Tony Chow Lin On, promoter and club owner Johnn… Read More
World-famed soca artiste Machel Montano came together with radio station owner and event promoter Tony Chow Lin On, promoter and club owner Johnny Soong and former Angostura executive, Patrick Patel to form a spirits company 3ZERO Ltd. The company’s name derives from Montano's celebration of his 30th year in the business. Read Less
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3ZERO rum
Identity design for a Caribbean brand of spirits.
World-famed soca artiste Machel Montano came together with radio station owner and event promoter Tony Chow Lin On, promoter and club owner Johnny Soong and former Angostura executive, Patrick Patel to form a spirits company 3ZERO Ltd. The company’s name is derived from Montano's celebration of his 30th year in the business.
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3ZERO Flagship Logo


A 3ZERO Custom Alphabet using Didot was created for use in this project. This modern typeface, characterized by consistently horizontal stress, flat and unbracketed serifs, and a high contrast between thin and thick strokes, were the final step in typography’s two-hundred-year journey away from calligraphy. The sans-serif version created for 3ZERO balances the historic fashionable sensibility with contemporary trends.


A symbol utilising 2 interlocking 3s was created as the building block of the 3ZERO pattern. The interlocking 3s were manipulated into a half-drop repeat pattern.
3ZERO Platinum Signature t-shirt series
Machel Montano performing during tea break at cricket in the Trini Posse Stand at the Queen's Park Oval 
Photo: 360tt
3ZERO Panorama 2012 posse
Photo: Glynn Chaz
left to right: Joseph Hadad, Patrick Patel, Machel Montano, Anthony Chow Lin On.
Photo: David Wears
TEAM
Creative Director: Jeunanne Alkins
Graphic Artist: Shelley-Ann Scott