The Naked Turtle Design & Branding DON'T WORRY. DRINK NAKED by Landor New York

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Industry Rum
Media Design & Branding
Market United States
Agency Landor New York
Executive Creative Director Richard Brandt
Creative Director Lee Arters
Designer Mike Mcviker
Released May 2013

Credits & Description

Advertiser: DIAGEO
Category: Core FMCG
Design Director: Jb Hartford (Landor Associates)
Creative Director: Lee Arters (Landor Associates)
Innovation Director: Jesse Damashek (Diageo)
Client Director: Patricia Verdolino (Landor Associates)
Executive Creative Director: Richard Brandt (Landor Associates)
Ideation/Creative Director/Innovation: Jeff Fink (Diageo)
Designer: Mike Mcviker (Landor Associates)
Innovation Vice President: Scott Schilling (Diageo)

Client Brief Or Objective
Create a brand that emotionally connects with consumers by bringing the rum mindset to life.

The final design features a unique, rounded back bottle like a turtle that is extra easy to hold and pour. The team also created the iconic image for the front label - conveying the belief that at its heart, rum is about having a relaxing good time with friends you enjoy.

While still in the early days of product launch, and currently available in limited release, initial results are quite positive. Sales have exceeded forecasts, and reorder rates continue to surpass expectations in advance of the upcoming summer peak rum season.

Brief Explanation
The team decided to create a brand and pack design for this new-to-world rum that embodied a fun, easygoing, and unpretentious attitude.