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Brand Attributes - Super premium aged white rum - Color & impurities removed - Superior taste - Award winning - Unique (never been done before)


Creative Direction - Brand consistency - Look ‘n’feel ultra premium - Leader in category (#1 aged white rum) - Impact (create a buzz) - Stand out from competitors (not blend in)


Sales Team Premium Giveaway


Sales Kit: Outside looks like an old leather bound book Single embossed logo creates intrigue (you want to open it) Represents “Aged Well� (the heritage of the brand, 147 years old) Designed to stand out from competitors


Sales Kit: Opening pages tell the Brand Story Vintage photograph of family portrait Awards/ratings Product information etc.


Sales Kit: A secret compartment with custom hip flask Represents “Not Well Behaved�


Premium Giveaway: Hammered finish hip flask with embossed logo


Creative Direction Poster Case Stacker Table Tent Drink Menu Event Bar Display Stand


Photography: Bottle in a block of ice Visually demonstrates the product attributes Color and all impurities removed Superior taste remains


Lead Poster: Clear Winner (Pure. Clear. Premium.)

CLEAR Winner

Aged Well, Not Well Behaved


Case Carton: Clean & simple looks ultra-premium


Case Stacker: Clear Winner Awards/ratings on header & sides


Table Tent: Front & back with three cocktails


Drink Menu: Printed on clear textured plexi-glass

CaliBar MENU CALI MOJITO

CALI GOLD

CALI grapefruit

CALI GINGER

CALI LIBRE

CALI daiquiri

Caliche Rum Fresh Lime Juice Agave Nectar Mint Leaves

Caliche Rum Ginger Beer Agave Nectar

Caliche Rum Fresh lime Juice Pineapple Juice Agave Nectar

Caliche Rum Coke

Aged Well, Not Well Behaved

Caliche Rum Campari Grapefruit juice Soda water

Caliche Rum Fresh lime Juice Agave Nectar


Event Bar: Ice bar with ice shot glasses


Display Stand: Ice block made from molded acrylic resin with light source


Advertising Campaign Clear Winner


Trade Ad: Showcases awards/ratings Clear Winner

CLEAR Winner

Aged Well, Not Well Behaved ★★★★

HIGHLY RECOMMENDED

“Crystal clear, gently sweet and moderately spicy” F. Paul Pacult Spirit Journal

93 POINTS OUTSTANDING “Smooth and rich with lots of depth”

The Tasting Panel Magazine

★★★★

EXCEPTIONAL RATING “Absolutely stunning” Beo X Magazine

SCORING HIGHER THAN BACARDI SUPERIOR RUM Wine Enthusiast Magazine

ROBERTO SERRALLÉS

Wins Master Distiller of the Year 2012


Distributor Truck Wrap: Bottle in a block of ice

clear winner


Airstream Trailer: Bottle in a block of ice

clear winner


Airstream Trailer: Mobile sampling station for events The bar is open


Billboard: Covered in a sheet of ice

clear winner Aged Well, Not Well Behaved


Ice Poster Series: Guerilla marketing creates a buzz on the streets


Rock Poster Series: Guerilla marketing creates a buzz on the streets


Apparel: WOMEN’S TEE SHIRT

I♥

FRONT

BACK


Apparel: MEN’S TEE SHIRT

FRONT > LOGO ON POCKET

BACK


Caliche Rum Aged Well, Not Well Behaved Background / Creative Brief

Agency Solution

Results / ROI

Caliche Rum is the first completely clear aged white rum. All impurities have been removed to ensure the smoothest finish, but retain all the traditional rum flavor and a superior taste.

We created a design that resonated ‘rum’, felt strong, masculine, and stood out on the shelves.

Rave reviews and praised in the Press. Caliche Rum is named the world’s best aged white rum!

The lead visual, the bottle encased in a block of ice, emphasizes Caliche Rums unique product attribute, a “Clear Winner.”

Destileria Serralles in Ponce, Puerto Rico has struck liquid gold again!

Spear Design Group. All rights reserved. Proprietary & Confidential

Our brief was to showcase Caliche Rums unique qualities, and gain awareness as the best in it’s class.

Roll out included: - Sales Kit - Ad Campaign - Brand Style Guide - Case Carton - Truck Wrap - Point of Purchase - Apparel - Mobile Tasting Station


Spear can be counted on to consistently deliver smart, sophisticated and elegant design solutions. A highly strategic thinker who’s able to marry great design with great ideas. A delight to work with; as dependable as rain and completely unflappable. David Shavrick, Global Executive Creative Director at Ignition


Cheers! FIONA SPEAR Spear Design Group 16 Greene St, New York, NY 10013 Fiona@SpearDesignGroup.com SPEARDESIGNGROUP.COM

Profile for speardesigngroup

PACKAGING / CALICHE RUM  

We created a design that resonated ‘rum’, felt strong, masculine, and stood out on the shelves. The lead visual, the bottle encased in a blo...

PACKAGING / CALICHE RUM  

We created a design that resonated ‘rum’, felt strong, masculine, and stood out on the shelves. The lead visual, the bottle encased in a blo...

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