SAINT JAMES agricole rums, famous all over the world for their exceptional quality, are the fruit of a long history of passion, know-how and expertise which started in 1765. 

Elaborated from fresh pure sugarcane juice, SAINT JAMES rums have been accredited the Martinique A.O.C. ( Appellation d’Origine Contrôlée/Controlled Designation of Origin) which ensures their quality and their intimate link with the planting terroir.

Our mission was to create a packaging common to the three different SAINT JAMES references. The packaging size was adapted to the Long Island 70 cl.  This packaging had to value the SAINT JAMES brand and to drive purchase intent across the various distribution networks: GMS, Wine merchants, Export (Duty-free).

We created a sober packaging following the codes of the luxury sector,  with a window in the box which lets the front label of the brand readable. The graphics are consistent with the packaging of the 3 decanters so as to create a range effect. The window was designed shifted and overflowing on the side of the packaging to give an identity to the packaging and emphasize the shape of the bottle.

A "Neutral" marking in a way that it is adaptable on the 3 references. - printing on matt black paper: embossing, hot gilt, selective varnish. The inner packaging was lined with gold to sublimate the color of rum drinks.

Assignments :                                          Graphic & packaging design                          Manufacturing follow-up



Drawing on the famous Taipei 101 tower in Taiwan, the Kavalan bottle has an original shape that stands out immediately. That reference to the local architecture was the starting point of our packaging research. Taiwan combines technical efficiency and innovation with traditional Chinese curved roofs, bright colours and nested lines. Keeping that blend of tradition and modernity in mind, we have decided to work on simple shapes that refer to the contours of contemporary monuments to which we have added subtlety that will become the signature of the brand. The edge at the top of our boxes is curved, in a nod to the dynamic of oriental roofs, associated to the cultural symbol of elegance and vitality.

Like the fronts of both old and modern buildings, particularly that of the Kavalan distillery, our packs have been given a geometrical finish.

Clean lines that work with each other, colours of natural elements and rhythmic curves create a range effect while giving each product its own identity through effects
and finishes.

Since 2011, the agency has been revisiting the codes of many Maison du Whisky brands, experts of rare bottles and exclusive distributors of the brand in Europe.

Graphics identity
Packaging design