Barcelona-based agency Morillas has a global reach, operating in more than 35 countries, including Spain, China, United Kingdom and Guatemala. However, their roots begin and carry on as a family-owned company, originally founded in 1962 by Antoni Morillas. Considering this fact, the agency understood the importance of legacy when approached by the Botran family, who have been in the rum business in Guatemala since 1940.
The Botran family’s story is unique. It begins when the Botran brothers made the journey from their home in the Spanish Ribera del Duero wine region, across the Atlantic, to the rich green sugar cane fields of Xelahú, Guatemala, where they stayed and founded the Botran rum distillery. The tie between the two places was anchored in the rum-making process, where the rum was finished in barrels that came from the brother’s homeland in Spain.
The labels created for the distillery’s new edition rum, Botran Roajú, are a vibrant tribute to the family’s origins and legacy, with a mix of visual elements – like going through old family records. They focus upon the adventures of the brothers, particularly Venancio, the oldest, and the first to arrive in Guatemala.
Valuing its versatility in production, the Morillas team chose Tintoretto Gesso paper for the label. Àlex Gobern, Chief Creative Office of Morillas, says: ‘It is compatible with different printing systems such as letterpress, offset, embossing, hot foil stamping, thermography, and screen printing.’ The embossing technique was used to create the appearance of three labels layered on top of one another.
