Designed by: PepsiCo Design & Innovation
Country: United States

Barracuda

1 Minute Read

Designed by Neumeister | Country: Sweden

Input: Barracuda, a brand formerly owned by the Swedish state liquor monopoly, Vin&Sprit, felt hopelessly outdated. The extremely discrete, almost secretive, design seemed to be helping this budget-priced Caribbean Rum to fall in to absolute oblivion. Sales figures were very, very clear. The Barracuda was dying. Fast.

Output: The target group was younger than before. Those who had travelled a bit and seen something of the world, or at least wanted to. And who enjoyed unpretentious traditional rum! We choose a playful, almost Caribbean attitude with illustrations playing an important role. A kind of a bottle you might be able to find somewhere on the islands in a no-nonsense, beachside bar – at least in our dreams. The copy also put emphasis on Barracuda´s Caribbean origin.

Outcome: The barracuda swam back to surface and up jumped the sales by 120%. Not only did the Barracuda survive, it is now on a steady course up the ranking list of the most popular rum brands in Sweden.”

Popular designs

Tesco Meal Soups

Designed by Buddy | Country: United Kingdom “Buddy created the packaging for a range of fresh meal soups for Tesco. The brief

90 Degrees South

Designed by Cloud Inc | Country: Australia “A minimalist take on the traditional absinthe.”

Level Ground

Design by Subplot Design | Country: Canada Following up on the strong success of Level Ground Trading’s 2010 Complete Brand Redesign and Coffee Packaging overhaul,

Designed by: PepsiCo Design & Innovation
Country: United States

Barracuda

1 Minute Read
barracuda

Designed by Neumeister | Country: Sweden

Input: Barracuda, a brand formerly owned by the Swedish state liquor monopoly, Vin&Sprit, felt hopelessly outdated. The extremely discrete, almost secretive, design seemed to be helping this budget-priced Caribbean Rum to fall in to absolute oblivion. Sales figures were very, very clear. The Barracuda was dying. Fast.

Output: The target group was younger than before. Those who had travelled a bit and seen something of the world, or at least wanted to. And who enjoyed unpretentious traditional rum! We choose a playful, almost Caribbean attitude with illustrations playing an important role. A kind of a bottle you might be able to find somewhere on the islands in a no-nonsense, beachside bar – at least in our dreams. The copy also put emphasis on Barracuda´s Caribbean origin.

Outcome: The barracuda swam back to surface and up jumped the sales by 120%. Not only did the Barracuda survive, it is now on a steady course up the ranking list of the most popular rum brands in Sweden.”

Previous
Next