Pampero rum asked Butterfly Cannon to help REPOSITION the brand around its most aged variant, aniversario. We developed a new brand world anchored around this aged rum. Embodying the CHARACTER AND PASSION of the brand’s founders and rooted it in its South American provenance in a more modern interpretation of Venezuelan culture and life.
From this we created a new set of DESIGN PRINCIPLES and codes that clearly distinguished the brand from its earlier positioning and competitor set. This then informed our redesign of the ICONIC Anniversio leather bag and a disruptive giftpack.
Brand strategy
Brand identity
Packaging
Structural design
“Butterfly Cannon know who they are, what they love to do and are good at, and therefore attract clients seeking specialist capability and in turn keep creatives whose passion is for designing in their area of focus. As specialists in mass luxury packaging they are a match for Diageo’s Reserve brands and their close partnership has delivered designs that win the hearts of the masses.”
Ann Chen,
Design Leader, DIAGEO
