Infusing Character Into Spirits Packaging: How To Transform Your Research Into A Work Of Art

Published

October 12, 2023

Filed under

From Project M Plus, by Copy Director Sarah McGowan Dear

When the founders of Cumbé decided to bring their premium Aguardiente to the US market, they had a few challenges that made truly thoughtful branding all the more crucial for their success.

While locals considered it a bottom-shelf liquor, the founders wanted to elevate consumer perception to embrace Aguardiente as a premium sipping spirit in Colombia and introduce authentic Guaro culture to an American audience. That meant not only a design for stellar shelf appeal but also telling a new story about their product.

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