Beveland

Marama

BrandingPackagingStorytellingStrategy

Expanding the origin of rum

We created the first high-end rum with Fiji Islands certificate of origin.

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Case stories: Expanding the origin of rum. Beveland. Marama naming
Case stories: Expanding the origin of rum. Beveland. Marama spiced fijian rum
Case stories: Expanding the origin of rum. Beveland. Marama rum visual identity
Case stories: Expanding the origin of rum. Beveland. Marama rum mermaid illustration
LittleBuddhaQuote

Jordi Xifra Keysper

Marketing Director and Sales Manager US & Canada Beveland

Little Buddha captured the essence of the developed product and took it one step further at a conceptual level. Developed a mystical atmosphere in the packaging, having delved into the origin of the developed rum. A beautiful packaging that captures the attention of the consumer.

Case stories: Expanding the origin of rum. Beveland. Marama rum packaging
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Beveland developed a new premium dark rum in the Fiji Islands, a product with a high-end final result.

They needed to shape this new launch, connecting, through this novelty, with amateur users in the world of rum.

To create from scratch a rum with certificate of origin Fiji (while, historically, rum is centered in the Caribbean) with all the heritage that a spirit requires.

To be able to establish a credible, legitimate and relevant background for a brand that was born without history.

A new rum born with history.

We explored various conceptual territories related to the Fiji Islands. The objective was to build a legend on which to create the brand’s graphic universe, generating evocations of exoticism, tradition and savoir-faire in this new, unexpected certificate of origin for a rum.

Once we established a priority focus point with Beveland’s management team, we built a brand with a unique brand essence, an evocative naming, a differential and exotic personality, and a storytelling capable of connecting in a relevant way with rum lovers.

What could go wrong in paradise?

With the strategic-conceptual matter defined and approved, we tackled the creative process. Leveraging on a local legend, the capture of a mermaid in the 19th century, we created an evocative and easy to pronounce naming: MARAMA, “lady‘ in the Fijian language.

We created a visual identity based on the illustration of the mermaid using intricate strokes. We used a deep dark blue canister to represent the deep sea, creating a contrast with the golden hues of the rum. We turned the bottle into an object of desire for the consumer, a treasure emerging from the sea.

Because good branding makes legends come to life.