Route 66’s Classic Diners Inspired Razel’s Charming Packaging

Published

January 5, 2022

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When inspiration is pulled from American diners found on the Route 66 drive, the nostalgic, quirky, and colorful aesthetic has no limits. Designed by the Paris-based agency, Appartement 103, Razel’s rum packaging is beyond playful. The vintage-inspired color combinations paired with unconventional typography create a fantastic silhouette with humor, elegance, and pure charm. Plus, the gold detailing adds just the right amount of sophistication.

Editorial photograph

?Appartement 103 was chosen by German distributor Perola Fine Spirits to create Razel’s, a brand new rum that liquifies American flavours and desserts. Sweet idea, right? T

Chloe Cordover

Chloe is based out of Savannah, Georgia. While she’s a writer by trade, she struggles to write her own bio. All you need to know is that she’s a lover of dirty martinis, a maker of charcuterie boards, and always has her nose in a book but hasn’t mastered doing all three at the same time. If you want to know more, follow her on Instagram @chloecordover