Art Director & Designer: Sasha Sharavarau
Illustrator: Tania Sharavarava
Artworker: Robert Špecián
3D visualiser: Anatoly Vynokurov
Location: Czech Republic
Project Type: Produced
Product Launch Location: Europe
Packaging Contents: Rum
Packaging Substrate / Materials: Glass Bottle
Printing Process: Golden emboss, glossy varnish, matte
Our task was to develop the label design for Professore rum. It had to attract attention and make the product distinguishable within its range. Conceptually, the design solution had to bring the product closer to the “premium” category. At the same time, it was important to win the trust of the medium-segment consumers, whom the product targets.
Professore is a blend of rums from the regions of the Dominican Republic, Jamaica, Panama, and Nicaragua, sold on the Czech market in the medium segment.
The brand story:
This story was told to us by one of the blend-masters of the Professore rum:
“Creating a new rum isn’t a joke, especially for a European. Central America is not easy to get around, and you need someone to guide you. My teacher and guide was Ruiz. A local guy, for whom rum was his whole life. In his fifties, he was surprisingly full of energy. Once, when we were working – tasting rums and trying to pick the best one, Ruiz began to talk, and I found out that he dropped out of school when he was ten. Hearing that, I told him: Ruiz, it doesn’t matter how many years you’ve spent at school. To me, you are a better teacher than most renowned professors. He laughed and said – Cuando el alumno está listo, aparece el maestro. When the student is ready, the teacher will appear. I remembered this story when we were creating a name for the new rum, and this is how Professore came to life. Cheers to Ruiz, the Professor!”