© 2016 All rights Reserved

 

 

 

 

 

A RUM BRAND BUILT ON THE SPIRIT OF ADVENTURE

Papa’s Pilar brand is a product of Ernest Hemingway’s legendary spirit of adventure and

a premium rum brand. You can imagine an enormous library of inspiration and material

that came with these equities. We aimed to use it all.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

LAND & SEA


We decided to work with two rums, instead of one, to gesture at Hemingway's historic

experiences on both land and sea. The dark was to couple with the hearty, rugged land excursions

while the blonde was made to pair with stories brought back from sea fairing adventures.

All of the complexities of these directions were built into every little detail on each bottle.

 

 

 



 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

THE VAST WORLD


We knew from the start the whole of the story we wanted to tell wouldn't all fit on a

shelf in a package store, nor did we want it to. Everything was made to be an important

part of a that bigger story. Thus the launch campaign that would help associate the

brand with the proper experiences and bridge partnerships with the right people.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 




PREPARING FOR THE TRIP


Before the official launch we created a suite of rich materials to familiarize

people with the Papa's Pilar brand. Made up of a sampler kit for potential

distributors, a brand book and a style guidelines for any marketing entities

that would help with the launch, and finally a 100+ page – painstakingly

designed – investor memorandum containing business model info, long and

short term strategy, target markets, and many other important details.


 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

ACCOUTREMENT


No detail was left untouched. From the website, to photography, all the way to

the more rarely used crests and stamps. Every little thing was and continues to be

an important part of the brand – helping extend its reach across social networks,

sporting events, and other applications like attire and special edition iterations.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

TIME FRAME: 1.5 YEARS  TEAMMATES: NEIL RIDDELL, MELISSA RHYNER  ROLES: DESIGN LEAD, ART DIRECTION, COPYWRITING, PRODUCTION

THE SPIRIT

THE RUMS

BRANDING

LAUNCH

EXTRAS

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