The Dieline Awards: Third Place - Spirits - The Kraken Rum


Entrant: Stranger & Stranger

Country: USA


Kraken is a black spiced rum in a bespoke bottle shape with shoulder hoops. The label has an old print pastiche of the Giant Squid.

Marketing Objectives:

The spiced rum market is dominated by a few old brands so The Kraken was developed to add a bit more spice and attitude. The objective was to maximize the shelf standout.

Additional image after the jump.