(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.”
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.
Images (opinion after)
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.