Intercontinental Brands [ICB] develop and produce a wide range of spirits, liqueurs and speciality drinks in keeping with consumer demand and drinks industry trends. The company’s brands can be found in major retailers and wholesalers across the UK and ICB also provides a range of solutions to help other businesses and retailers create and produce their own drinks products.
ICB noted the drinks industry’s prediction for a boom in the popularity of rum. Having already enjoyed great success with their gin liqueurs, the company began production of flavoured rum liqueurs and had already gained orders from one of the major UK supermarkets. With the name Palm Beach already agreed, ICB now saw the potential to expand their range of unique rum liqueur flavour profiles and pitch to all of the Big Four supermarkets. So our task was not just to produce an eye-catching label design but to consider this as a brand development project. Our work would need to be flexible enough to accommodate the expansion of the Palm Beach brand, whilst still delivering a consistent, cohesive look and feel across the range.
ICB wanted a ‘young and fun’ feel to appeal to their target demographic of 25-45 year olds who enjoy socialising and are eager to try new drink flavours and concepts. Crucially, the label design could not imply the use of real fruit in the liqueur so our packaging designers had to conceptualise another way to differentiate the flavour options. We decided to present a visually striking, stylised illustrative design featuring the same backdrop of palm trees on a beach across the range but with a different tropical bird and background colour to denote each flavour profile. This gave the Palm Beach range a consistently branded look with the design differentiators that allow consumers to spot and select their chosen flavour from the supermarket shelf.