In a market saturated with scores of rum brands, how does a limited-edition rum stand out? That was the quest Maka-Zai, India’s artisanal rum brand was on, with their first-ever barrel-aged rum. True to their ambitious beginning, they bring to the shelves gold rum that ruins every other rum for you. Aged for 5 years, every drop of it was spun gold. Brimming with luxury and euphoria. The task was to showcase the opulence not just in a glass, but also on the bottle. Art begets art. With a new look to stand out and do right by the rum, the label does what no player has ever thought of doing – a microscopic image of a single drop of the product. The magnified drop revealed a unique vibrant pattern. This masterpiece, captured with a unique photography technique, became the base of our label design. The liquid inspired the packaging and its mesmerizing beauty, in turn inspired the name – MESMA.
And just like that, the drink’s positioning was reflected in its imagery- Beauty Inside Out.
Limited to only 600 bottles, the choice to keep it small allows each bottle to live up to an otherwise unreachable standard. Quality over quantity as the brand promised from the get-go. These limited number of bottles were up for purchase, each nurtured and numbered. The top wore the brand’s Indian initials, and the Olive Ridley turtle across the neck.
The country woke up to Mesma’s beauty on its rum aisles. It didn’t just get noticed. It sold out in hours. Head to toe, it’s rum like never before. A special rum. Special packaging. Only to be toasted on the most special occasions.