
The original bottle branding
was overly complicated; the
linear texture, all in white on
the red surface, prevented
consumers form easily distin-
guishing the forms and read-
ing. In addition, the choice of
illustrative elements failed to
capture the symbolic depth of
the mythology the brand
intended to evoke.
The client wished to retain the
red bottle, so the designers at
Wallace Church produced the
majority of their studies in this
color scheme. The combina-
tion of red and white was one
visual aspect that was accu-
rate
—
these are the colors
symbolic of Shango.
Bottle Redesign: Shango Rum Liqueur
Wallace Church, Inc.
|
New York, USA
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