The Kraken Black Rum has never shied away from darkness. In fact, everything from the brand’s story to its product design were inspired by the mythological sea monster and feature dark humour, elements of horror and twisted folklore. So, when we were tasked with revitalising the brand’s global platforms and ensuring consistency across channels, we leaned into this niche territory for our solution. Viewing engagement with the brand’s unique personality as an experience led to a rich and visual brand-wide refresh of digital channels, in-store, POS and menu cards, plus an updated take on its annual Screamfest and Krakmas celebrations.

The Kraken Black Rum has seen phenomenal global success. But, with such rapid growth often inconsistencies appear. We were asked to look at the brand’s platforms and steer the ship 😉 towards consistency. From the outset we recognised the depth of the brand’s personality. Using it as our north star, we embarked on a voyage of breathing new life into existing platforms. Digital channels, such as the website and social pages, were refreshed and distilled to focus on Kraken’s particular brand of darkness.

We reinvigorated Kraken’s annual Halloween activation, Screamfest, and created serve-focused content that inspired and intrigued. Similarly, we helped refine the brand’s Krakmas platform, running with its legacy of festive darkness. All the while we ensured that the refresh could easily extend into physical brand assets to be used in-store, at POS and even as menu cards.

Creating the connection: With such a strong personality, we knew that any engagement with the brand would be an experience in and of itself. So, we celebrated the legacy and unique dynamism of the brand, using elements such as bespoke animations to focus on quirk and quality, giving their cult following the darkness they crave with every Kraken encounter, and creating a platform for the year ahead.

Read more

Read less