Multi-Graphis award winner Stranger & Stranger brings decades of spirits branding mastery to the reimagining of Copalli Rum, translating Belizean provenance, regenerative values, and rainforest richness into a refined visual identity. With a nuanced approach to form, illustration, and typography, the studio evolves the brand while honoring its origins, creating a packaging system that feels organic, legible, and unmistakably premium. 

Case Study by Founder, Kevin Shaw

It’s very inspiring when we receive a brief that we haven’t seen before and being tasked to evolve the Copalli rum range to better reflect the provenance and the quality of the rum is right up there. Copalli comes from Belize, a completely new territory for us, and is known as the rainforest rum so there’s a strong and unique provenance point of view right there. Not only that the company believes in regenerative farming and organic rums, which plays right into the beautifully natural story so it was really up to us to express that in the evolved glass and label. We initially focussed on making the glass more organic with fluid curves and indentations while retaining the basic profile of the original package. 

The original label featured a background illustration of generic leaves which made the label incredibly difficult to read. We started by upgrading the illustrations with more appropriate local flora and fauna but more importantly we crafted the images around the type on the new irregular shaped label so we’d have great legibility. We also redrew the company crest adding the local and majestic jaguars, and crafted some quality sub icons to highlight the regenerative farming and organic certification. Then lastly we addressed the typography, adding a lot of quality messaging, owning the ‘Rainforest Rum’, and strengthening the branding for a cohesive and distinctive set of organic rums.

The labels were printed on matt paper so there were no unwanted reflections on shelf and all the details were highlighted in a raised gold for quality and a very sensual experience.

About Stranger & Stranger

Formed in 1994, Stranger & Stranger specialises in the branding and packaging of alcoholic beverages. Stranger is one of the leading firms in this field with studios in London, New York and San Francisco and advises everyone from large corporations on global brands all the way down to one person startups. Stranger labels are on over a billion bottles and cans, win numerous awards, and help create brands worth billions of dollars.

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