Sairen is a innovative clear spiced rum – naturally flavoured with seductive spices and fruit combinations to satisfy even the most discerning rum enthusiasts, whilst helping those new to the category, discover the full potential of rum. A brand-new product, crafted by Ohara’s Rum at The Parrot Club in Sheffield, England. The range comprises three spiced filtered rums with different flavour profiles, Sairen Spiced, Dark Stone and Exotic. The rums in the blends are aged for between two and five years.

Sairen’s story is inspired by mythological tales of beautiful temptresses, with bewitching songs of heavenly pleasures. It is told that their songs were irresistible, exquisite sounds, seducing mortals into enlightenment. They were believed to look like a combination of women and birds in various different forms. In early Greek art, they were represented as birds with large women’s heads, bird feathers and scaly feet. Later, they were represented as female figures with the legs of birds, with or without wings, playing a variety of musical instruments.

The design represents the Sairen’s captivating storytelling, luring you into the mesmerising hidden depths of enchanting colour combinations that represent the intriguing flavours of the liquid. The illustration of the mythological creature is hidden on the side of the label waiting to be discovered.

The unexpected design, cuts through with the traditional classic language, that’s become the norm for the rum category. The labels mix strong visual impact with a modern and artistic look to create a unique and distinguishing product that will stand out on the shelf of any cocktail bar.

We used a highly embossed and printed marque aluminium label, neck label and overstrip that gives a very premium and tactile finish, elevate the quality perception and communicates the detailed care that goes into the product itself. We also used neon inks and foiling to add more color vibrancy and a premium finish.

This project was created by Símil Design in collaboration with Parliament London.