Les Arrangés Cabrakán

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A fictitious order based on a real brand of rum arranged in Normandy. Mixture of Mayan and Norman references (Cabrakán being the name of a Mayan god, and the drink being made in Normandy).

Complete overhaul of the visual identity while retaining the key elements of what sets this brand apart from its competitors, mainly the relationship to Mayan cosmology.

The main objective of this new identity was to reposition the brand in line with the quality of the drink. The identity currently used by the brand devalues the beauty of carefully selected fruits, with color choices unsuitable for a high-end drink.

Above is one of the final bottle renderings of one of the flavors.

For example, the evolution of the final rendering into "Victoria Pineapple - Caramel" flavor.

For the different flavor labels, I decided not to represent the fruit literally. It is generally the leaves or flowers of the fruit that are represented. This avoids being visually similar to supermarket syrups. In this range of drinks, the classic editions are illustrated in light color on a dark background, and the limited editions are illustrated in a color darker than the background.

Below are the three creative axes that I created and among which I selected the third in order to optimize it and develop the visual identity on other media.

And here...

The variation of the identity!

The orchid plant is particularly present in Central America, the geographic area of life of the Mayans. Representing a plant rather than a human-shaped figure allows for greater lightness in the identity. Cabrakán, the Mayan god of mountains and earthquakes is arrogant and violent and is considered a demon, according to Mayan cosmology. Representing a figure while respecting these characteristics is not particularly salesy...

For adaptation to different media, for example, we will not use the same variation of logo depending on whether we affix it on an invoice or on the back of a polo shirt because the scale will not be the same. This way, the logo always remains readable!

The possibility of using it in negative allows freedom to use logos on clear supports.

The principle of variation of visual identity is infinite. In fact, it is enough to reuse linear graphics processing in order to create new media with the same visual force.