Non-Alcoholic Rum - Down the Hatch
Time Flies When You're Having Rum
In 2019, during my time at university, we were given a 'challenge' brief by JDO to create a logo, packaging and any other assets needed for a non-alcoholic spirit. To begin, I started to think of phrases often used when drinking, as well as visual elements associated with drinking and alcohol that I could use as inspiration. After some research I felt like a good starting point would be 'Down the Hatch' which quickly became my products name.
Immersed in a sea of nautical and pirate-inspired themes, the choice of rum as the spirit for my creation seemed like the only choice. The name itself, evoking the iconic phrase 'down the hatch,' ignited a design voyage characterised by a nautical compass, its southern half symbolising the drink's 'down' element, while the helm-like appearance of the other half emphasised its seafaring roots. Incorporating a scroll element further enriched the maritime aesthetic, infused with a dash of swashbuckling flair.
Crafting the bottle presented its challenges, given the novelty, at the time, of non-alcoholic drinks, yet I sought to strike a balance between modernity and classic rum allure. Opting for a bottle with a subtle metallic sheen not only echoed its nautical origins but also exuded a sense of premium elegance, akin to uncovering treasure—a fitting tribute to the slight pirate motif woven throughout.
Sailing the seas of inspiration, I developed one final asset for the project, a reversible coaster with a quirky and mildly cheesy play on words to help round everything out.
