© 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.
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
BACK TO TOP