Santana
A rum that is 100% Indonesian, crafted entirely on home soil, from the cultivation of local sugarcane to the meticulous distillation process. Santana, meaning “ocean” in Javanese, embodies the spirit of the sea and celebrates the maritime roots of rum. It is a product born of place, carrying with it the essence of Indonesia’s tropical landscapes and seafaring heritage.
The Challenge
To develop a brand for a premium Indonesian rum that would capture both a tropical sensibility and a maritime soul. The task encompassed not only building a compelling brand identity but also designing a bespoke bottle structure and a label that would feel unmistakably rooted in Indonesian culture and the oceanic world.
The Solution
A visual narrative was created through a hand-drawn maritime scene: a Javanese djong ship sails across the Bali Sea, with Indonesia’s iconic volcanic peaks rising majestically in the background. The scene is framed with lush tropical foliage, infusing the label with an exotic vibrancy and sense of discovery.
To strengthen the brand’s maritime connection, a custom wordmark was developed. Subtle wave motifs were woven into the letterforms, particularly the ‘A’s’, echoing the rhythm of the sea. Together, these elements create a premium, authentic identity,one that tells the story of a rum deeply tied to its Indonesian origins, while resonating with global sophistication.
CREDIT
- Agency/Creative: BlackMoon Studios
- Article Title: BlackMoon Studios Infuses Santana Rum With Tropical Indonesian Heritage
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Singapore
- Agency/Creative City: Sinagpore
- Market Region: Asia
- Project Deliverables: Art Direction, Brand Creation, Brand Design, Brand Identity, Brand Mark, Brand Naming, Brand Strategy, Brand Tone of Voice, Branding, Creative Direction, Illustration, Packaging Design
- Format: Bottle
- Industry: Food/Beverage
- Keywords: Spirits, Rum, Alcohol, Branding, Packaging Design
-
Credits:
Creative Partner: John Hughes
Creative Partner: James Diaz Alberdi
Managing Partner: Grace Ng
