This rum label design embodies Nigeria's vibrant hustle culture, reflecting the resilience and tenacity of its people. The dynamic graphic elements symbolize the diverse paths individuals take in pursuit of their goals, mirroring the energetic and determined spirit of Nigerian hustlers. The bold colors and typography evoke the dynamism of the local markets and urban landscapes where these journeys unfold. By capturing the essence of hustle, this design aims to inspire and celebrate the relentless pursuit of success in the face of challenges, echoing the heartbeat of Nigeria's thriving entrepreneurial spirit.
Thoughtfully incorporating the brand's signature colors — RED, BLACK, AND A CREAMISH YELLOW
to maintain a strong visual connection with the brand identity. The red signifies the intensity and passion embedded in Nigeria's hustle culture, while the black represents the resilience and unwavering determination of its people. The creamish yellow serves as a subtle yet impactful accent, echoing the warmth and optimism inherent in the pursuit of one's dreams. By adhering to this distinctive color palette, the design not only aligns with the brand but also reinforces a cohesive and recognizable visual language that resonates with the essence of the hustle culture in Nigeria.
Creative Direction: Louis Essien
Art Direction: Louis Essien
Illustration: Angelo Anosike
