Planteray RTD
Background:Brief:
Solution:
Planteray is Sweden’s most popular rum brand, known for its artisanal rums sourced from various regions around the world. With several products in Systembolaget’s fixed assortment, the brand has built a strong visual identity centered around craftsmanship – with the iconic raffia string wrapped around the bottle neck as one of its most recognizable design elements.
To broaden its audience and meet the growing consumer demand for ready-to-drink options, Planteray, in collaboration with Springwine, launched its first RTD product: a classic Rum & Cola – in a can
Develop a packaging design that translates Planteray’s premium, handcrafted brand expression into a new segment – ready-to-drink canned cocktails – while working within the technical constraints of can printing, without losing the essence of the brand.
Solution:
Through extensive testing of colors, textures, and print techniques, we successfully adapted Planteray’s visual DNA into a new format. The Caribbean beach scene – a key visual asset for the brand – was recreated with great detail, despite the limitations of can printing. We also incorporated the iconic raffia string into the design, bringing a sense of craftsmanship and brand recognition from the bottle to the can. The result was a ready-to-drink beverage that resonated with a younger audience while staying true to Planteray’s premium positioning and brand heritage.
