Rum deal: Spirit bottle is black, white and read all over

New York – The image of rum as a seafarer’s tipple is being reaffirmed by premium spirits importer Proximo, whose new spirit takes its visual cues from a Victorian rum bottle.

With its beautiful, monochromatic packaging, The Kraken makes a refreshing departure from generic bottle designs. The label is a fine illustration of the brand’s story – the Kraken is said to be a legendary sea monster that dragged god-fearing (and rum-swilling) seamen to their death – and makes for an engaging element in Dreamtelligent branding to narrative-hungry consumers.