NB Studio commissioned Steven Noble to create this new bespoke illustration for Kraken Rum’s limited release Kraken vs London packaging labels. The idea around illustrating the Kraken attacking and destroying a major recognizable and world famous monument, such as the Big Ben tower in London coming out from the Thames river, made that much more of an exhilarating challenge. The individual tentacles were illustrated up and around the Big Ben structure to make it feel as though we are seeing something on a legendary and almost biblical/historical level on par with the original Kraken Rum labels. This illustration, which was also created in that old-time engraving/etched style, really brought this home for the brand.

Activation was all about spreading the story with maximum menace. Using a half vapourized front page from The Beastly Times as a key visual, NB’s activation guide gave each market inspiration for telling the tale impactfully and adding value at POS.

On each supersized 1L bottle, the Beast destroys a city’s beloved landmark. Working with original Kraken illustrator Steve Noble, the labels capture the devastation of Big Ben and Sydney Harbour Bridge. Bespoke label shapes and embossed detailing create a luxurious experience.

Kraken fans delight in the brand’s destructive persona and norm defying attitude. A GTR exclusive was an opportunity not just for a bigger bottle, but for a big concept that captured the attention of fans around the globe. Lunging at London and striking in Sydney, our destructive idea made the perilous journey from bottle to activation.