Dead As We Know It wanted to introduce The Kraken—the world’s first black spiced rum—with a memorable and high-impact brand. They developed the backstory of the Kraken’s true existence from a scientific point of view, which the viewer can experience through a journal and a series of movies.

The overall mood of the brand was created using imagery with a historic and weathered backstory. Using traditional type in tandem with signage lettering calls to mind peddled tonics and spirits from the days of yore. The worn, seafaring imagery culminates in the spirit's packaging design, which uses the established brand elements on a rounded, vintage-style bottle.

Together with the design and animation team at Adam Gault Studio, Dead as We Know It created these three entertaining and playful video spots using the brand's illustrated imagery to tell the story of its namesake.

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