Design: Appartement 103
Location: France
Project Type: Produced
Client: Savanna Rums
Product Launch Location: Global
Packaging Contents: Rum
Packaging Substrate / Materials: Glass

Savanna Rums have been given a full brand positioning and visual revamping by drinks design specialist Appartement 103 to provide the brand with a contemporary yet classic look and feel, enhancing the beauty of La Réunion Island.

Anxious to perpetuate the story of its origins and its passion to create exceptional rums for more than 150 years, the Savanna distillery takes its inspiration from the wildness and magic of La Réunion Island.

Faithful to the island’s motto, “Florebo Quocumque Ferar”, “I will flower wherever I am worn”, Savanna promotes the aromatic expression of its extensive range of rums while respecting the manufacturing know-how from the 18th century to the present day.

However, La Reunion Island is not always spontaneously identified as a source of premium rum origin, and Savanna has been suffering from this misconception. We spotted an opportunity to elevate the brand’s perception and challenge Savanna to free itself from the island clichés and negative perceptions, giving the Reunion’s rums its seal of nobility and, thus, demonstrate that rare rums of exceptional quality exist there.

We created a new brand platform and story from a deep analysis of the brand, its values, communication activation, current graphic assets, and positioning against its competitive environment. Because Savanna offers a different perspective on its terroir and its island, the tasting experience is different: the rums get their uniqueness from what the island has of more rare, exceptional and wild.

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