OUGD503 - Bacardi Research

Secondary Research

These brand guidelines have given me a greater understanding of how the company must operate within a strict set of rules for not only the logo, but the colours that the logo sits with and the typeface that must be used etc. 

The spacing that is required around the logo has meant that I need to rethink the form the new brand spin off would take. Not only do I need to respect the existing typeface which is aimed at showing dynamics and modern thinking, but I need to tailor it to the aesthetics that symbolises history and rough rugged strength. 

The brand has developed itself to remain in line with it's founding aesthetics by keeping the bat and the round shape that certain designs fit within and around. There are many more changes in the later period of Bacardi's existence which proves that they are in a competitive market and are yet to find a solid concept with a timeless quality. 

Thje original logo provides a great amount of inspiration when coupled with the story of Don Facundo, seeing these images from the original roots of the company and understanding that Bacardi always use the bat symbol, I have made the discission to respect the bat imagery and use the weathered aesthetic.

The use of propaganda and spin within any company is commonplace, and to a certain extent it is always expected that a big brand in a competitive market is going to upsell itself. With Bacardi there is no hiding this attempt to show the brand as a fighter through the low periods of it's history which, this matches my original concept very well and I will be using it to my advantage.

The strength of the company and it's creator is mentioned but not used in it's mainstream marketing, especially in the bars of today whereby the recession is gripping wallets. I hope to associate Bacardi with the struggle of the working man and make it a part of the fitness and endurance tests that my concept is based on.

Past winners

Looking at previous YCN winners has shownb myself and my peers that the quality of presentation must be of a high standard, I have looked at several catagories and each has a well finished piece of design. The winning entries that are not well photographed have been instead mocked up to a high quality image that captures the imagination of the judges, whilst I do not possess incredible Photoshop skills, I can use the photography resources in the college to my advantage. 

www.dandad.org/awards/student/2012/categories/14/packaging-design

There is a level of consistency across the range of winners that have been picked, this shows that the judges are very clear on the visual qualities that merit progression to the final stages of judging. Having glassware moulded is something that is simply not possible on my budget, therefore I will look into purchasing glassware that fits my concept such as sturdy thick glass or bottles that have unusual shapes. 

Kraken

Kraken Rum uses a classic bottle shape to appeal to the higher end consumer, the craftsmanship is simple but still goes the extra mile by including the logo in the glass itself. The shelf presence has been considered and the height does not exceed that of other brands on the same shelf, this allows the bottle to stand proud of other bottle designs.