Chapter I
Añejo
Aged 8 years · Charred oak · 40% ABV
Dark cacao, tobacco leaf, dried fig and ember spice — the deep, unhurried voice of the collection.
Matte void-purple glass, gold spot-UV serpent.
Case study — Brand Jungle
We built
LOSESPÍRITUS
Brand · Packaging · Website · E-commerce · Ecosystem
A client came to us with three Caribbean rums and no brand. We built the whole thing — the identity, the packaging system, the gift box, the store and the social language — and this is how it went.
01 — The Challenge
A shelf full of rum shouting the same word.
Premium rum is a crowded category that sells itself the same way almost everywhere: gold medals, founder portraits, and the word premium repeated until it stops meaning anything. Los Espíritus needed to be picked up before it could be tasted — and picking up happens in about three seconds on a lit shelf.
The brief carried a real risk. The founding story is built on Caribbean folklore — the moon that times the harvest, the candle lit before a decision. Handled badly, that reads as costume mysticism: Halloween in a bottle, and a price point nobody believes.
There was also nothing to build on. No mark, no bottle system, no way to sell a single unit online, and three expressions that had to feel like one family without becoming interchangeable on the shelf.
- 01No identity, no rules — and three products that needed to read as one collection.
- 02A folklore story one bad decision away from looking like a costume.
- 03No retail presence: nothing that survives a lit shelf at two metres.
- 04No way to sell direct, and no gifting format for the season that matters most.
02 — The Solution i. Identity
Softly mystic. Never spooky.
We wrote one distinction into the guidelines before drawing anything, and the whole system turns on it: reverence, not spectacle. Cormorant Garamond in italic carries the display voice — a serif that already looks like it is being said quietly. Cinzel handles the chapter markers. Jost keeps the body plain, so the sensory language does the work.
The gold invocation dot always follows the logotype. Never separated, never recoloured. It is the smallest rule in the book and the one that makes the mark legible at bottle scale.
Los Espíritus.
Cormorant Garamond · italic · medium
always set with the gold invocation dot
Void
#150C1A
Amethyst
#4B1F6B
Lilac
#9B6DBF
Dark Rum
#5C3319
Gold
#C9A15C
Parchment
#EDE6E0
Display — Cormorant Garamond italic
Invoque The Spirits
Accent — Cinzel
Chapter I — The Elder Spirit
Body — Jost Light
Three expressions of Caribbean rum, distilled for those who believe the best moments are a little enchanted.
Iconography
Hand-drawn, single-weight line icons at 1.4px. Never filled solid — the imperfection in the line is deliberate, and it is what keeps the folklore honest instead of decorative.
02 — The Solution ii. Packaging
A label that only shows itself near a flame.
We finished every label with gold spot-UV that stays almost invisible under flat light and catches only when a candle — or a toast — is near. It is a retail decision before it is a romantic one: on a lit shelf the varnish is what separates the bottle from six matte competitors.
One glass silhouette across all three, so the collection reads as a family at two metres. The expression is carried by glass colour and by a single icon per chapter, which is what makes them distinguishable at arm's length.
Chapter II
Blanco
Triple filtered · Pure spirit · 38% ABV
Citrus blossom and sugarcane clarity. Charcoal-filtered to a whisper — the spirit before it takes a shape.
Matte void-purple glass, gold spot-UV feather.
Chapter III
Café
Slow brewed · Dark roast infusion · 35% ABV
Bittersweet coffee over velvet-dark rum, conjured slowly for the hour between night and morning.
Matte dark rum-brown glass, gold spot-UV cauldron.
The Offering Box
A gift box built like a small altar. Matte amethyst lid stamped with the crescent mark, a single gold ribbon closure, and a fitted interior for any one of the three expressions.
- ✦Fitted interior — one expression, held upright, no rattle in transit.
- ✦A ritual card describing that chapter's invocation.
- ✦Single ribbon closure: opening it is one gesture, not a struggle.
- ✦Ships flat-packed — assembled by the retailer in under a minute.
02 — The Solution iii. The store
A site that pours slowly.
We built the site as three chapters rather than a product grid, because the collection only makes sense read in order. Each expression gets its own passage before it gets a buy button — the brand's own rule, applied to the scroll.
Under the atmosphere it is a working shop: three SKUs, the gift box as a fourth path, and a trade enquiry route kept separate from consumer checkout so wholesale never lands in the same inbox.
Los Espíritus.
A Caribbean Ritual, Bottled
Invoque The Spirits
Three expressions of Caribbean rum, distilled for those who believe the best moments are a little enchanted. Los Espíritus is not simply poured — it is invoked.
Enter the collectionAñejoChapter I
BlancoChapter II
CaféChapter III
The Ritual
Before the first pour
- iLight the candle. One flame, set where you can see it. The label answers — the gold catches only near fire.
- iiLet the incense settle. A thread of smoke, long enough to notice the room going quiet.
- iiiPour slowly, and wait. Neat, no ice. Give it the time it takes the smoke to reach the ceiling.
- ivSay what you are calling in. Out loud or not. The spirits are patient; they only ask that you mean it.
Los Espíritus is not simply poured — it is invoked.
Contact Us
Bring the collection to your table.
Stockists, private orders and gifting — tell us what you need and we answer within two days.
Write to usTrade enquiries are handled on a separate line.
02 — The Solution iv. Ecosystem
One voice, from the shelf to the feed.
We closed the guidelines with a voice table — what to do and what never to do — because a spirits brand lives or dies on the caption under the bottle. Softly mystic, confident, sensory and specific. Never spooky, never jokey, never curated or elevated.
Social, retail collateral and the trade deck all draw from the same chapter structure, so a post and a shelf-talker are recognisably the same brand without repeating the same asset.
03 — The Results
A collection that reads as one from two metres.
3
Expressions in one glass silhouette, distinguishable by colour and icon alone
6
Guideline chapters, from logotype rules to the voice do/don’t table
1
Gift format carrying any expression, flat-packed for retail assembly
0
Seams between bottle, box, page and post
- A logotype rule small enough to fit on one line and strict enough to survive a bottle, a favicon and a shelf-talker without redrawing.
- A packaging system where the expression is carried by glass colour and a single icon — so a new chapter can be added later without touching the silhouette.
- Spot-UV used as a retail mechanism rather than a finish: the label earns attention under the exact lighting a spirits shelf actually has.
- An e-commerce build that keeps consumer checkout and trade enquiries on separate routes from day one.
- A voice table that lets anyone — agency, retailer or the founders — write a caption that still sounds like Los Espíritus.
Note for the founders: the figures above describe what was built and shipped. Commercial results — sell-through, stockists, direct revenue — are deliberately absent until you confirm real numbers. Send them and they go in.
Built by Brand Jungle
We build luxury brands and the stores that sell them.
Identity, packaging and e-commerce under one roof — so the bottle on the shelf and the product page tell the same story, and both of them sell.