Atlantico Rum Captures The Spirit of the Caribbean
by Natalie Mouradian on 05/29/2017 | 4 Minute Read
Project M Plus channeled the spirit of the Caribbean in order to create the packaging for Atlantico Rum.
“Project M Plus, a Los Angeles based branding agency, brought to life the vibrancy of island life for Atlantico Rum with a rebrand that includes identity, all new bottle designs, and website. ‘I couldn’t be happier,’ says singer Enrique Iglesias, who is a partner in Atlantico. ‘The new design has a timeless, sexy look that captures the spirit of the Caribbean.’”
“Distilled in small batches from sugarcane in the Dominican Republic, Atlantico’s line of small batch rums has been a bartender favorite for craft cocktails in high-end establishments like the Ace Hotel and Nobu since its launch. Atlantico came to M Plus for a bold new look to optimize their shelf visibility and increase retail sales.
‘This project was an opportunity to reach a much broader, more youthful audience and create a lifestyle brand that was aspirational, vibrant, and authentic,’ explains M Plus Co-Founder and Creative Director Cleo Murnane. ‘I think we found the sweet spot in a masculine market to also appeal to the women who love a great rum cocktail, myself included.’”
“Starting with Atlantico’s logos, M Plus updated the original design and color palette to add space and some visual breathing room. We customized a serif logotype with a historical vernacular to communicate the brand’s commitment to their authentic distillation process. Original guilloche patterns typically seen on the passports and currency were combined with colorful, handmade cement tile designs that feature prominently in Dominican Republic architecture. M Plus added the owners’ signatures with each bottle’s batch number along with embossing, spot UV, and foil stamping accents (silver, gold, and copper) to shape the brand’s top shelf appeal.
M Plus sourced clear bottles with heavy bases made in France. Custom corks with branded wooden lids were commissioned from Spain. The printing and finishing was produced in Northern California and shipped to the Dominican for bottling and labeling. The result is an entirely fresh take on a venerated spirit that transports the imagination as much as the palate. ¡Salud!”
Designed By: Project M Plus
Creative Director: Cleo Murnane
Designer: Benjamin Juhlin
Photographer: Stephanie Salvatore
Location: Los Angeles, CA