The Kraken is a fine Caribbean black spiced rum that was first launched in 2013, named after a mythical giant squid-like monster. The global popularity of the spirit was evident from the start, with the illustrated and tactile nature of the label and packaging. Around a decade later, in 2024, the brand wanted to reassert its premium status, while emphasising the brand’s sustainability.
This is where London studio NB came into the picture. Founded in 1997 by Nick Finney and Alan Dye, NB’s has worked in partnership with The Kraken rum team for six years. NB designer Alice Rea says that they have built a ‘collaboration and a shared passion for disrupting the spirits category through innovation’.
With this redesign also came a refresh in the brand’s core product offering and ‘flavour portfolio’. NB brought the brand’s first-ever seasonal launch to life with The Kraken Dark Caramel in the UK. They wanted to engage the distinctive quality of the edition by collaborating with LA-based illustrator, Harry Murr (also known as Harry Roberts), who specialises in traditional lettering, sign painting and calligraphy. On the label, Murr illustrates the beast’s long tentacles entwined around a ship, as well as caramel-filled barrels bursting open, enhanced with striking gold foil embellishments.
To demonstrate the product’s sustainability, NB and The Kraken teams sought a ‘tactile paper stock that would complement their signature Victoriana-inspired aesthetic’ and align with FSC-certification. In 2024, they transitioned all Kraken labels, including the original black spiced rum, to Fedrigoni Sorolla Recycled H+O Ultra WS paper.
Once the illustration and designs were complete, NB worked with UK-based company The Label Makers to craft premium finishes for the limited-edition launch.
