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    What you’ll see below is a collection of the final designs that were chosen by Castillo. The brief I was given asked me to keep the original logo… Read More
    What you’ll see below is a collection of the final designs that were chosen by Castillo. The brief I was given asked me to keep the original logo and copy points and to also include a map of Puerto Rico. Redesigning a brand or product label can be tricky because while you need to provide something fresh and exciting, you also need to maintain elements from the original design to keep the overall look and feel cohesive with the rest of the brand. Read Less
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CASTILLO RUM
Packaging


A while ago, I got to hang out with a good friend of mine in Puerto Rico. Well, not exactly... I just got to work on a packaging label for a Rum product produced in Puerto Rico. This friend happened to be Chris Sendra, a talented creative director who lead a design project that I got to be a part of. Under his direction, we worked on a rebranding packaging label for Castillo Rum. It was quite the journey!

What you’ll see below is a collection of the final designs that were chosen by Castillo. The brief I was given asked me to keep the original logo and copy points and to also include a map of Puerto Rico. Redesigning a brand or product label can be tricky because while you need to provide something fresh and exciting, you also need to maintain elements from the original design to keep the overall look and feel cohesive with the rest of the brand.

To showcase this project, I decided to take a slightly different route. Instead of photographing the designs, I recreated the bottle/labels in 3D keeping it as realistic as possible. I was able to add in different environments and angles and create a floating effect which I think really highlights the details of the bottle and label design without distraction. I also added in some gels to the lighting to bring out the color of the flavored rum. The combination shot was especially fun to do, bringing together all of the vibrant hues and tones.

I learned a lot from this project, challenging myself to stretch beyond what I was used to and brainstorm new ways to showcase my work. I hope you enjoy!

Creative Director: Chris Sendra

Here is the before and after shot. I thought the silver color would communicate the clean, high end look associated with Castillo. I feel the updates to the type selection have a turn of the century design treatment that resonates with the rich heritage of the Castillo brand giving it a more exotic and adventurous quality.
Here is the label concept  I designed for Castillo’s grapefruit flavor. The illustration goes well with the style and allows the subtle flavor cues to shine through.
I took a little more liberty on the zombie bottle concept, it was just too much fun! I kept the design profile, but made it a bit more distressed and aged to make the flavor concept come alive...or dead...half dead?!
Thanks for your time and interest in my work. Cheers!