Develop the target opportunity, visual positioning and packaging for a new to world coffee/rum liqueur that would disrupt the category convention and convey a sense of night-time occasion for use.

After developing our target profile and visualizing his/her brand appetites, we were able to land in a territory that pushed the boundary of current liqueur packaging. We followed with a semiotic exercise of "nocturnal" symbology, to arrive at a brand icon (the lemur) who could lead the design execution to a really edgy, differentiated place within the category and within spirits as a whole.

Product is currently receiving lots of attention in test market. Sales force, bartenders, and consumers are delighted and surprised at the pack...which has been one of the first of its kind in market. Product is set to launch globally in 6 months.