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New Logo, Identity, and Packaging for Atlántico Rum by Project M Plus
 

before

after

Noted Jul. 20, 2017 by Armin

Industry / Consumer products Tags /

About

(Est. 2009) “Atlantico Rum is a hand-crafted boutique rum from the Dominican Republic. Everything about Atlantico is done entirely by hand. It all starts with the harvesting of the finest sugarcane. Once the juice is extracted from the cane and turned into rum, Atlantico goes through a comprehensive 3 step aging process, utilizing the Solera method of aging. Only after the rum has matured perfectly is it ready to be bottled by hand and called Atlantico.”

Design by

Project M Plus

Related links

Project M Plus project page

Relevant quote
To elevate Atlantico, it made sense to capitalize on their love of the Caribbean. It’s not just a tourist cruise destination, it’s a cultural capital. The people. The food. The lifestyle. We took cues from this vibrant energy in nuanced inspiration from [Atlantico rum owners] Aleco and Brandon’s travels, like the beautiful ceramic tiles found throughout the islands, the sun at Golden Hour, the salt on your skin to the salt on your rim. With those tiles in mind, our mature and established typeface has a faceted element. We conceived our clean label design from the linear and layered look of a passport, evoking the sense of transport. We used elements of tradition and heritage blended with a young, adventurous spirit to deliver the website, branding, and packaging all in one sensuous, refined package.

Project M Plus project page

Images (opinion after)
New Logo, Identity, and Packaging for Atlántico Rum by Project M Plus
Logo.
New Logo, Identity, and Packaging for Atlántico Rum by Project M Plus
Identity elements.
New Logo, Identity, and Packaging for Atlántico Rum by Project M Plus
Stationery.
New Logo, Identity, and Packaging for Atlántico Rum by Project M Plus
Patterns.
New Logo, Identity, and Packaging for Atlántico Rum by Project M Plus
Packaging, before and after.
New Logo, Identity, and Packaging for Atlántico Rum by Project M Plus
New line-up.
New Logo, Identity, and Packaging for Atlántico Rum by Project M Plus
New Logo, Identity, and Packaging for Atlántico Rum by Project M Plus
New Logo, Identity, and Packaging for Atlántico Rum by Project M Plus
New Logo, Identity, and Packaging for Atlántico Rum by Project M Plus
Give-me-rum-now photos.
Opinion

The old logo and packaging were a notch above mediocre but with good intentions… to make something that looked like it had tradition and history. But the execution was all middle of the road. Everything about the new look is an improvement, starting with the crisp serif wordmark that has some sweet ligatures and a very nicely rendered stroke-shadow amalgam. The identity elements are all on par with craft spirit packaging and identity — little seals, handwritten-looking type, rules, dots, etc. — and all look quite pleasing. The packaging… same thing… all the elements are kind of expected from the niche but it’s very nicely executed and the tile patterns are the one element that separates it from others. (If you are not clear what I’m going on about, check the spirits/liquor category on The Dieline.) Still, as an evolution, this is a major, positive improvement.

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