Kraken Rum

The Kraken is a brand rooted in legend, mystery, and dark allure. Our challenge was to create a global campaign design system that stayed true to that mythology while making it bolder, more physical, and culturally ownable. Rather than introducing something new, we looked deeper into what was already there. The core asset, the tentacle, became our foundation, repurposed and reimagined to drive the entire campaign world.

As Head of Design, I led the creative direction and execution of the system. We elevated the tentacle from a decorative element to a storytelling device, carving it into concrete, splashing it across merchandise, building it into motion, and allowing it to leave a mark across every brand touchpoint. The result was a raw, tactile, and immersive campaign that felt unearthed rather than manufactured, helping The Kraken show up with power and consistency across global markets.

2024

Head of Design