Litty Liquor is a rum created for the rapper Arrdee. I was given the opportunity to be involved in many areas of the marketing campaign of Litty Liquor, from the start of the idea process to the finished production.

To begin with was the logo design in which the focus was to keep it young and exciting. The solution to this was to steer towards a more hand written, trendy look that creates the vision that it could be written by Arrdee himself.

The bottle design was the next step, and the focus again was to keep it in line with the representation of Arrdee being a young and bubbly character, yet still being a strong and recognisable bottle. The sideways logo was incorporated due to his partying nature, spending lots of his time in night clubs, drinking straight from the bottle. Selling the rum in night clubs was part of the sales structure, therefore many images captured will be of customers drinking straight from the bottle and the logo being positioned in a more legible position.

We went through various design options before stripping it down to a simple gradient that will allow further development of the alcoholic drink when new flavours are released, so alternate gradients can be used whilst remaining identifiable.

Along with the designs, I directed, filmed and edited videos of cocktails being made using the rum for customers to follow step my step recipes.

When directing the video, product placement was key, as well as creating enough time between steps to allow for motion graphics to transition in and out in a timely manor.