An upcoming brand of rum was need of a strong brand identity, with an accompanying unique label design, promotional material, and website prototype to assist in showcasing its product range and the brand's tone of voice. It was crucial that the theme of sailor/pirate folklore and superstition is effectively visually communicated within the deliverables. The Target Demographic consisted of unisex 18 - 30 year-old rum enthusiasts.
My Role:
Lead Designer & Researcher
Lead Designer & Researcher
Toolkit:
Adobe After Effects
Adobe Photoshop
Adobe Illustrator
Figma
Adobe After Effects
Adobe Photoshop
Adobe Illustrator
Figma
Research
My first area of research was the current rum market, namely the branding and associated websites of similar products to the one in development for this project, with strong nautical/pirate themes. 3 examples of rum brands similar to the brief are Captain Morgan, Kraken, and Pirate's Grog. With this, I carried out research into each of these brand's respective websites and branding. A notable finding from this research revealed that the branding is an essential component to the user experience and interface, with the use of colour, relevant imagery, and theming of the product being reflected in the visual aesthetics and functionalities of each website. for example, with both kraken and pirate's grog utilising storytelling within their websites to reflect the mystical, mysterious nature of their brands. With the completion of the discovery phase, the first step of the define process was to envision the target demographic, and consider their surroundings and influences to aid in gaining a better understanding of what they would look for in a new brand of rum and its website. I started with the creation of User Personas to characterise examples of the target demographic. This was followed by with the creation of an empathy map to lay out the thoughts and feelings of the intended demographic, some "how might we?" questions to assist in developing solutions to hypothetical problems that may interfere with the successful outcome of the project, and the use of the Kano/MoSCoW prioritisation method to determine the best features to implement into the website prototype based on the website's functionalities, and the satisfaction of the target demographic.
Development
Deliver
Promotional Material
Social Media Posts
Web Prototype Mockups
