The Kraken - A Tale Well Told
We set out to evolve The Kraken Black Spiced Rum. So, we started not with the liquid but with the horrendous beast that was it's namesake. How would our world be different if the beast was real? What if it wasn't an old-fashioned brand that told stories of past glories, but a thoroughly modern brand that served as a platform for the epic tales told by it's fans? This project included a global TVC, a teaser, social extensions, brand identity update, brand guide and a yearlong key visual and asset library for global partners to create region-specific POS.
TVC - AGENCY CUT
TEASER
SOCIAL EXTENSIONS
One of our primary objectives for Kraken’s social channels is to create an environment where the brand encourages consumers to see themselves in the legend of The Kraken. And fans are encouraged to use their imagination and create their own stories.
FILM STILLS
KEY VISUALS
GLOBAL KEY VISUAL - We updated the bottles, cocktails, created the CG tentacles and composited all of the backgrounds you’ll see in the following images.
HALLOWEEN KEY VISUAL
CHRISTMAS KEY VISUAL
SUMMER KEY VISUAL
BRAND GUIDE (TRUNCATED) - LINK HERE
BRAND GUIDE FRONT COVER