Mexico – The Charanda liquor brand Charaní, established in 1907, recently commissioned design agency Sociedad Anónima to create a new brand identity that focuses on Millennial drinkers. Originating in the Michoacán area of central Mexico, the sugar cane spirit, Charanda Blanco, which is similar to rum, is typically consumed by adults over 40, explains Héctor Ramírez, graphic designer at Sociedad Anónima.
The clear glass bottles are minimalist in design, incorporating the serif typeface Ambroise on top of a map outlined in sugar cane green.
‘The attempt here was to get the attention of younger generations of consumers,’ Ramírez tells LS:N Global. By diverging from the gaudy bottle designs typical of the drink, the brand wants to promote Charanda as a modern spirit. In recent times in the spirits market there has been a consensus that brands need to move beyond tradition to help them stand out in a saturated market. For more, see our Terroir Spirits microtrend.