Shango Rum Liqueur Bottle Redesign

Adapted from Design Evolution: A Handbook of Basic Design Principles Applied in Contemporary Design (Rockport)

By Tim Samara
Dateline: February 22, 2008




















Premium luxury spirits are a dime a dozen. Consider, for instance, all the brands of high-end vodka currently available. Fighting for attention on a strictly visual level used to work, but within the crowded field of spirits cloaking themselves in subculture and lifestyle, the visual had better have backup. Shango is a brand of spiced rum liqueur whose brand traded on a cultural mystique to build loyalty among its target demographic, but wasn’t telling its story. To do so effectively, the brand needed to be addressed from a new vantage point— one that Wallace Church, Inc., a New York strategic branding and packaging firm, discovered when they began their research.
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