Project Overview

Craftsmift embarked on the journey of establishing TREK, a new Rum brand in India, with a focus on maintaining the legacy of its forefather brands while embracing innovation. The team aimed to position TREK as a versatile, all-season rum suitable for various occasions and consumption methods.

Problem Statement

Craftsmift sought to introduce TREK to the market, facing the challenge of establishing a new brand identity and effectively communicating its unique selling propositions (USPs). Additionally, the team aimed to create a cohesive visual identity and brand theme that resonated with consumers while differentiating TREK from existing competitors in the market.

Our Approach

Our approach began with early involvement in the project’s inception. Recognizing TREK’s all-season appeal, we crafted its persona around holistic exploration, inspiring the name “TREK.” This concept guided the development of a cohesive theme for the label and mono carton, aligning with the tagline “To explore.” Collaborating with 3D artist @rohitbhong, we brought our vision to life and created a strong online presence. Additionally, TREK’s unique selling proposition was enhanced by obtaining an international certification of VS, affirming its quality and authenticity.