THE GOAL

To create a rum brand as bold as the drink itself and teach the rest of the world how to “Drink in the Wild”.

The spark of my creative inspiration ignited through Hatton's journey and deep immersion in the jungle, where he honed the art of rum-making alongside the Panamanian Campesinos. My goal was to imbue the logomark with an authentic, raw, and organically textured essence. I envisioned Hatton distilling rum amid the untamed wilderness, shipping it back to the United States in a simply labeled crate marked boldly with the stencil "Campesino." This imaginative vision served as the catalyst for the development of both the distinctive stencil typeface and the primary emblem that defines the brand.

The ouroboros is often interpreted as a symbol for eternal cyclic renewal or cycle of life, death, and rebirth. I wanted to take that symbol a step further and have it displayed as a broken infinity symbol which held a deeper meaning of breaking into another realm. This became the primary symbol for Campesino Silver.

Hatton had many encounters with the rich flora and fauna of the panamanian jungle but one story that stuck out to me was the encounter with a jaguar. In the campesino universe the Jaguar is a THE ruler of the night and a symbol of ferocity, valor, strength and power which helps face its fears and conquer its enemies.