ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Beverage - Single
Annual ID
ADC103_PKG005B
About the Work
In the heart of Quetzaltenango, in the breath-taking mountains of Guatemala, Altabruma — a purpose-driven luxury rum — has been born to upgrade the market. This time, we set the challenge of building a brand that would tell the world what Guatemala is, without filters and from scratch. Following a multi-team deep dive to discover the great human and natural heritage of the country, we set about shaping the brand strategy, identity, and packaging design. As a newcomer to the market, the brand had to be intrinsically purposeful and steer clear of the classic codes of the category. As it was not a brand with a great past, it had to have a great future and that meant showcasing values like sustainability and respect for the land and indigenous communities. From this concept, we conjured the strategic concept of "conscious luxury". To bring the concept and its bold purpose to life, we created an inspirin contemporary identity. The name Altabruma is the fusion of Alta and Bruma (High Mist), and unites two key attributes of this rum: the ageing at great altitude and the water mist captured in the mountains at more than 2,700 metres as an outstanding ingredien.
2024 Awards
Total Points: 9
Bronze Cube
Credits
Agency
Morillas Brand Design / Barcelona
Art Director
Alejandro Perez
Chief Creative Officer
Àlex Gobern
Designer
Francisco Fernandez
Product Designer
Pep Trias
Strategist
Agnès Mora
Laura Pascual
Oscar Arenas
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