In the mountains of Guatemala, in the department of Quetzaltenango, a new luxury rum brand has been born. A distilled spirit continuously committed to caring for people and the environment, where sustainability is not a sales pitch but a way of life. As a newcomer to the market, the brand needed to embody a purpose and steer clear of the most classic codes of the category, instead showcasing its credentials in sustainability and respect for the land and indigenous communities.

We delved into Guatemala's literary, folkloric, architectural, and geological heritage and concluded that what mattered most in this new rum was what it helped protect: nature. After aging, the liquid is diluted with mist water captured by fog catchers at over 2700 meters of altitude. Therefore, a significant portion of the rum's water consumption has no impact on local watercourses or aquifers, nor on the nuances of the blend and aging process of the rum.

We chose to name this new brand Altabruma, the fusion of two words, 'Alta' and 'Bruma', to suggest with its musical and majestic sound the union of two key attributes of this rum: aging at altitude and mist water as a distinctive ingredient. Visually and to enhance the brand experience, the bottle was illustrated with the die-cut profile of the mountain where the fog catchers are located and under which the rum ages. This die-cut wraps around the entire bottle to evoke the circularity and majesty of nature. Likewise, the brand breaks away from conventional codes by working vertically and visually lightening the informational points, achieving a minimalist yet vibrant look that resonates with the new paradigms of luxury.