- THE MAGAZINE
- CONSUMER INSIGHT
- PRODUCT PACKAGING
- DESIGN GALLERY
The Edrington Group has repackaged its famous Brugal Rum brand in a new bottle produced by Ardagh Group from a concept provided by Lewis Moberly in partnership with The Edrington Group, to make it more suitable for bottle manufacture and high speed bottling lines.
The Ardagh design team retained all the features of the concept, which included designing a round bottle with a square body section, and installing an arched front eyebrow, which was to run parallel with the front label. At the same time, it met the challenge of reportedly creating the lightest bottle in its class, keeping the range of sizes within the family and satisfying the technical requirements of the blow bottle production process.
Because part of the round bottle is squared, an “across corners” partline was used to achieve mold opening in production. This impacted on the positioning of the front eyebrow, which was redesigned to achieve design intent.