Project Description

CAYMAN JACK

Marovino was presented with the challenge to re-fresh the Cayman Jack Ready-To-Drink (RTD) brand for the US and Canadian markets. The beverage is positioned to be a guys’ alternative to the very successful Palm Bay RTD targeted to women.

The brand’s target is male, aged 35-45, educated, well travelled who appreciates adventure more as an observer than a participant, has an affinity for Hemmingway and chooses the road less travelled.

The old packaging (left) compared to the new packaging (right)

We created a distinctive badge for the brand that represented the spirit of adventure and risk, balanced by rich sophisticated colours that would work across a variety of substrates, from metal cans to outer cartons.

One of our challenges was to create a packaging system that would accommodate two slightly different brand architectures: one for the US and one for Canada.