EL DORADO RUM
HERO PORTFOLIO &
TRADE REFRESH
DISCIPLINES
Shoot Production
Direction
Photography
Post Production
3D Design
THE BRIEF
El Dorado wanted to shift their brand tone from serious and heritage-heavy to something more lively, engaging, and youth-friendly — while still staying true to their core values of craft, heritage, and age. The goal was to refresh the visual and verbal identity to better connect with younger consumers and modern trade professionals.
We were tasked with creating a series of key visuals for their core range and designing the concept for a multi-purpose bar and exhibition booth.
THE RESPONSE
A series of key visuals to highlight each bottle in the El Dorado portfolio, plus serves and beautiful drinks. Shot entirely in a custom room with bespoke lighting and a water tank, we were able to play on the idea of the different moods of Guyana and pay homage to the water. Then we spent time on concepting initial brand spaces allowing El Dorado to turn up at any trade event with a new aesthetic with a deeper meaning.
THE RESULT
A super elevated shoot highlighting the grandeur of all of the El Dorado hero portfolio range, whilst bringing a clever colour tonality to the shoot through vivacious, clever lighting, whilst all being shot in water.
A SUITE OF HEROS
The smplicity in this shoot really amplifies the beauty of the drinks El Dorado make plus the bottles they are served from.
BEHIND THE SCENES
Shot entirely in a custom studio with bespoke lighting and a custom water tank, we were able to control the water and the light to create real moments in capture. Every shot was measured and placed exactly the same to create a perfect suite of shots where every bottle and every glass landed in the same place, creating a true set of key visuals for trade.
DESIGN FOR MARKET
Once shot, we developed a brand campaign in which El Dorado could amplify their need for new eyes seeing them in a new light by developing a suite of single, double-page spreads, social iterations and fly poster executions that can be used for universal marketing with global output.
CONCEPT FOR TRADE
The last part of our brief was to develop a concept in which El Dorado could pop up at small trade and larger trade events, with the emphasis on a showcase of product, easy-to-serve, tasting sessions, with a simple footprint that adds a more footprint in a activation capacity.
A play on the classic barrel alongside timber panels that hark back to the age of travel cases, envelop inga deeper connection between how rum is transported and packaged
LIKE WHAT YOU SEE?
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