Happy Ghost Rum

Small tweaks can have a big impact, turning something plain into something interesting. The design modification involves a subtle yet effective alteration: raising the bottom curve of the bottle and adding a simple pair of eyes. This minor change morphs the base of the bottle into a playful, ghost-like figure, hence the name 'Happy Ghost'.

In the highly competitive spirits market, Happy Ghost Rum sought to differentiate itself not just through quality but by forging a unique emotional connection with consumers. The challenge was to redesign a traditional product in such a way that it would capture attention and resonate emotionally, influencing purchase decisions and fostering brand loyalty. The primary hurdle was transforming a standard rum bottle into something that stood out on the shelf and engaged consumers on an emotional level. The goal was clear: to shift the buying decision from purely rational to emotionally driven, particularly in a market flooded with options.

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Authentic 100% Recycled Glass

Happy Ghost Rum uses 100% recycled glass in its packaging, marking a significant step in sustainable design that resonates with today's eco-conscious consumers who value both environmental responsibility and aesthetic appeal. This glass, made entirely from post-consumer recycled (PCR) materials, stands out for its vibrant colours and tighter structural tolerances compared to conventional glass. This combination creates a distinctly organic and authentic appearance, reminiscent of handcrafted glass, yet it retains the precision and features of mass-produced items.

Awards: Pentawards 2020, Platinum

Design: Pavla Chuykina

  • Branding

    Custom Bottle Design

    Label Design

  • The tone of voice refers to the style and personality conveyed through the text and overall presentation, shaping how the brand communicates with its audience.