Guatemalan rum
producer Casa Botran has teamed up with branding, marketing and design
agency Appartement 103 to develop its 75th Anniversary special edition,
Botran & Co.
The offering allows the consumers to “define the flavor profile of
the rum”
The aged rum was produced using the
company’s solera process whereby the rum matures in ex-Bourbon white oak casks,
toasted casks, ex-Sherry, ex-Port, and ex-South American wine casks. Apparement
103’s brief was to reflect this in the pack design.
An outer wooden box contains a 50cl rum
from the Botrán family’s private reserve, aged for up to 30 years. The bottle
is presented alongside two miniature 5cl bottles which contain “spiced” rum and
“citrus” rum.
Consumers can then opt to “explore
different tastes” by mixing the three together. The pack contains a pipette and
leaflet which explains the blending process.
“We understand that Casa Botran is the
first rum maker to release a product that allows the consumers to define the
flavor profile of the rum in such a customisable way,” said Joao Paulo
Oliveira, Appartement 103 head of business development
“Our creative team was thrilled to
bring this ritual concept to life by developing a solution that highlights the
heritage as well as the contemporary vision of the company in producing refined
aged rums. It’s a unique journey, immersing the consumers into the magical art
of mixology.”
On-pack printing techniques
include hot foil detailing, embossing, varnish, textures and screening,
combining for a “tactile experience”.
Marc Savary, Appartement 103’s creative
director, added:“The carefully designed embossed stamp on the label, the
organic selected paper, as well as the hand drawing screened typeface on the
glass, reinforce the long history of the [Botran] company, ensuring the
heritage and quality perception of the brand.
“The Casa Botran’s shield was placed on
the right side of the label, endorsing the product with confidence through a
gold hot foil stamp, triggering the consumer’s curiosity to turn the bottle
around and discover it as a whole.”
