Kraken Black Spiced Rum: cracking design and concept

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An interesting outdoor creative for Kracken Black Spiced Rum got a mention on BuzzFeed, Adweek and Huffington Post recently. The billboard breaks the mould of typical outdoor ads and a stunt that is likely to stop people in their tracks.

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I was curious to find out more about the brand and was delighted at the discovery. The design language across all the elements of the brand – packaging, label, TV ads, collaterals are consistent and rooted to the core idea of the brand. ‘Named for a Sea Beast of myth and legend’, Kraken Rum is strong, rich, black and smooth. ‘Put a beast in your belly’ is the proposition and the ‘legend of the Kraken’ is dramatised in a fun way across media.

Even a TV spot announcing the launch of a mobile app is done in line with the theme ads:

Agency: Dead As We Know It, New York

You can view all the other films (including some we films) here.

The bottle:


Design agency: Stranger and Stranger

Web site pages:

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The Blog: (also known as The Journal of Kracken Research)

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The Web Store Design:

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The single-mindedness of the proposition, the simplicity of thought, the beauty and consistency of design (take a look at the media kit) come alive when you see all the elements together:

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 Awesome work by Dead As We Know It – one of the best I have come across in recent times.

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