Cruzan rum new bottle aims to lock in taste consumers

The Cruzan rum product launched by V&S Group has won more than 36 awards for its excellent quality in the past ten years. In the eyes of consumers, it is not so much a high-end product as it is a "Value" brand. Taking into account changes in consumer attitudes, the company decided to ask Dragon Rouge to re-create wine bottle packaging designs.

The main goal of product redesign is to attract the attention of discerning and discerning consumers, and to completely get rid of the image as a value brand. To this end, Dragon Rouge designed a new bottle packaging structure and pattern for a series of products from 16 individual Cruzan rums. The creative inspiration of the new brand identity stems from the family's coat of arms, which is engraved on the wall of the winery. It is hand-crafted, and the iconic wine has a novel and unique bottleneck, giving the product an authoritative brand image. The wide wine bottle shoulders and slender wine bottle neck make this structure perfect, and it can skillfully form a conical shape from the mouth of the wine bottle.

These design elements help Cruzan's wine bottleneck create a sense of pride on the packaging. Second, the redesign of the product is to create a sense of internal cohesion between the products, and at the same time it can clearly distinguish each single product in this series of products.

By redesigning the packaging of the product, Dragon Rouge has designed an overall brand identity for the product, and in the next three years or so, Dragon Rouge will continue to play a key role in the strategic innovation of the brand.