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Rebrand an existing alcohol brand and recreate the bottle packaging with bespoke elements and storytelling.
Kasama Rum
about The brand
About kasama rum
Kasama is a small batch rum company founded by Alexandra Dorda. It is meant to be a carefree, optimistic, good-vibe island rum that embraces Dorda’s Filipino heritage.
The challenge
Kasama’s label struggles to set itself apart from its competitors and fully embrace its Filipino roots.
Competitors
mid-tier: malibu rum
Kasama is a small batch rum company founded by Alexandra Dorda. It is meant to be a carefree, optimistic, good-vibe island rum that embraces Dorda’s Filipino heritage.
high-tier: Don Papa Rum
Kasama’s label struggles to set itself apart from its competitors and fully embrace its Filipino roots.
bacalod city, philippines
Inspiration
Since this rum is sourced from the finest Philippine noble cane, we looked to Bacolod City for inspiration, the Philippine sugar cane capital. The brand name ‘Kasama’ was also a point of inspiration for research.
Kasama means “Together”
Strategy
Bacolod City is known for its annual festival “MassKara” meaning “many faces”. A celebration that aims to bring joy to the community. This is how the idea of “The Companion Spirit” came to be.
moodboard
To fully immerse in the idea of “The Companion Spirit,” the design for the new ‘Kasama’ packaging pulls from elements of the MassKara festival that takes place in Bacolod City. The festival is known for its array of colorful costumes and electric parade at night.
rebrand solutions
Icon inspired by the masks seen at the MassKara festival
Typography symbolic of the various members of the community
Colors pull from the bright bold costumes
Illustrative elements designed with brand values in mind
Mid tier solution
Playful attitude
Typography symbolizes community
Colors inspired by MassKara
Geared toward millennials
High tier solution
Focus on “MassKara”
Duotone bottle emphasizes the idea of “many faces” & the night/day aspect of the festival
Inspiration from costume
