3ZERO Gold Rum packaging

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3ZERO Gold rum

Package design for a Caribbean brand of spirits.

3ZERO Gold was launched in 2012 commemorating Trinidad and Tobago's 50th Anniversary of Independence. 3ZERO GOLD is a savoury adventure into Caribbean history. The unique taste profile is rich with aromas of sweet sugar cane,spice ,oak and tropical fruits. Aged in bourbon oak barrels the blend is handcrafted using aged traditional copper pot still and contemporary continuous stainless steel column distilled rums. A connoissseurs favourite, the finish is soothing and comfortingly warm, reminiscent of basking in the sunny rhythm of Caribbean life.

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 a 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.

This is the second in the 3ZERO line of rums. (See 3ZERO Platinum Rum here).

The 3ZERO packaging system consists of 4 elements.
Stamped cork
Shrink wrapped sleeve

A die-cut wrap around body label
Face screen print

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 gold is 40% strength and made from a blend of aged and contemporary rums geared for a more discerning palate than the overproof (Platinum). The packaging was thus designed to capture a luxe feel. The colour scheme chosen for this system was inspired by the dark chocolate and rum pairings that were conducted in the taste testing phase of the project. The rich brown hue (Pantone 4625) is printed on uncoated textured stock and juxtaposed against high-shine gold accents.

As part of the tribute to Trinidad and Tobago's golden anniversary, subtle enhancements were made to the different elements. The patterned section of the layered label was substituted from matte to foil and the 3s pattern layered on top in a matte UV coat. The screenprinted logo on the face area of the bottle was also changed to a brilliant foil adding luminesence against the amber tones of the rum.