Responses by Pep Bernat, creative partner, Simil
Background: Sairen is an innovative clear spiced rum that is naturally flavored with seductive spices and fruit combinations to satisfy even the most discerning rum enthusiasts, while helping those new to the category discover the full potential of rum. Sairen is a brand-new product, crafted by Ohara’s Rum at The Parrot Club in Sheffield, England. The product was created to help all the bartenders to create unique cocktails with new flavor combinations using a clear spiced rum.
Reasoning: Sairen’s story is inspired by mythological tales of beautiful sirens and temptresses with bewitching songs of heavenly pleasures. It is told that their songs were irresistible, exquisite sounds, seducing mortals into enlightenment. The design represents Sairen’s captivating storytelling, luring you into the mesmerizing hidden depths of enchanting color combinations that represent the intriguing flavors of the liquid.
With the help of Parliament, we wanted to create a design that mixed strong visual impact with a modern and artistic look to create a distinguished product that will stand out on the shelf of any cocktail bar, cutting through the traditional classic language that has become the norm for the rum category.
Challenges: The production was really challenging for this project. We had to find a way to recreate the effect of a paper label and a metallic plaque that can be applied all as a single piece. We ended up using a highly embossed and printed marque aluminum label that gives a very premium and tactile finish.
Favorite details: We love all the small details and finishes that can be discovered all around the label. We also love the hidden siren and the story that helped us to create this unique design.
Visual influences: For this project we wanted to create something unique, that will make turn your head. We got the inspiration from the art in general, especially abstract painting, textures and light—anything that is an explosion of color that helps us to represent the hidden flavor of the crystal clear liquid.
Specific demands: The client had a clear brief: to create something different and unique for this product category, something unexpected and radical that will stand out against all the competitors. We loved the brief and the challenge and the opportunity to be more creative and playful with the design.