DIELINE AWARD WINNERS REVEALED

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

by Chloe Gordon on 01/05/2022 | 2 Minute Read

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

he agency worked on Razel's visual brand identity and primary packaging design, including standard bottle embossing, labels graphic design, brand world and key visuals. Backed by the growing trend of flavoured rums in the drinks industry and a gap spotted in the market for the lack of quality products offering sweet flavoured rum, the brand objective was clear: Capture the unmistakable taste of famous American delicacies, such as peanut butter and choco brownie, combined with the elegance of the finest Caribbean rum to create a delicious presentation, grabbing consumers' attention and desire.

Promoting creativity and freedom, Razel's is a versatile drink that can be enjoyed purely as a dessert by itself, but also in crazy drinks or as an ingredient in desserts; your imagination is the limit. With the main direction defined, Appartement 103 took inspiration in the American diners on Route 66, where time has stopped since 1955.

This idea was conveyed using vintage yet surprising colour combinations to create vibrancy while evoking an emotional connection with the 50's period. Beyond the colourful patterns, the agency played with typefaces variety and illustrations to portray this fun side of the brand while still conveying premiumness.

In each variant, you can spot the illustration of the peanut butter and choco brownie being somewhat distilled, a fun detail that depicts the natural aromas infused during the production process. Adding more playfulness and a sense of sweet taste into the pack, a secondary icon that we like to call 'the eaten barrel' was designed. All the above elements were carefully implemented with premium finishing. The use of hot-foil finishing, bubbly varnish and embossing help convey the brand's inspiration with an elevated premium touch to the overall presentation.

Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph

You may also like