Unleashing the Kraken
Crafting a universal brand toolkit for a spirited icon
The Business Challenge
Kraken Rum needed a cohesive global identity to amplify its mythical essence and stand out across digital, retail, and experiential activations. Kraken Rum had built intrigue around its legendary branding, but there was a disconnect between the myth and real-world consumption. Consumers found the brand visually captivating but didn’t naturally associate it with their drinking occasions. Additionally, Kraken lacked a unified, adaptable brand system that could bring its dark, nautical storytelling to life consistently across global markets. To reinforce its position as a premium, adventurous spirit, Kraken needed a bold, immersive visual identity that resonated across all touchpoints.
The Diagnosis
Kraken’s fragmented brand execution diluted its impact, preventing it from fully owning its space in the premium rum category. Despite Kraken’s strong mythical narrative, the brand lacked a visual and strategic framework that made it instantly recognisable across all platforms. While the Kraken legend was compelling, the product itself wasn’t always the hero in marketing materials, leading to a disconnect between brand storytelling and consumer engagement. To truly command attention, Kraken needed a cohesive system that married its legendary essence with a high-energy, premium drinking experience.
The Solution
We created a striking, adaptable brand identity built around the swirling tentacles and dark mysticism of the Kraken, ensuring a seamless and powerful presence across digital, retail, and experiential activations. To bridge the gap between Kraken’s legendary world and real-world consumption, we developed a brand system that felt as untamed and powerful as the creature itself.Inspired by the deep, mysterious ocean, we crafted a moody visual identity with inky blacks, sea-greens, and swirling tentacle patterns. This aesthetic extended across digital campaigns, social media assets, packaging, and on-trade and off-trade activations, ensuring Kraken’s presence was as unmistakable as its mythology. Hierarchy played a crucial role—product and serve visibility were prioritised to strengthen the connection between Kraken and drinking occasions. Meanwhile, we refined Kraken’s bar presence, ensuring it felt edgy, premium, and high-energy without feeling chaotic. Typography was given a fresh approach that respected Kraken’s world while adding modern flair. To further amplify Kraken’s brand presence, we developed interactive social content, dynamic web banners, and animated films. On-trade and off-trade point-of-sale (POS) elements—including menu inserts, posters, shelf wobblers, and neck hangers—ensured Kraken’s identity was seamlessly woven into every consumer touchpoint. By unifying Kraken’s brand language and creating a striking, adaptable system, we solidified its position as a legendary spirit, ready to dominate both the digital and physical worlds.
The Results
Stronger brand recognition
A cohesive, visually striking identity solidified Kraken’s presence across markets.
Increased consumer engagement
A bold new brand world connected the Kraken myth to real drinking experiences.
Expanded market impact
Kraken’s high-energy, premium feel drove stronger appeal across digital, retail, and on-trade activations.
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