Morillas Crafts Conscious Luxury in the Form of Altabruma, a Guatemala-inspired Purpose-Driven Rum

In the heart of Quetzaltenango, in the breath-taking mountains of Guatemala, Altabruma — a purpose-driven luxury rum — has been born to upgrade the market. This time, Morillas was set the challenge of building a brand that would tell the world what Guatemala is, without filters and from scratch. Following a multi-team deep dive to discover the great human and natural heritage of the country, we set about shaping the brand strategy, identity, and packaging design. As a newcomer to the market, the brand had to be intrinsically purposeful and steer clear of the classic codes of the category. As it was not a brand with a great past, it had to have a great future and that meant showcasing values like sustainability and respect for the land and indigenous communities. From this concept, we conjured the strategic concept of "conscious luxury". To bring the concept and its bold purpose to life, we created an inspiring contemporary identity. The name Altabruma is the fusion of Alta and Bruma (High Mist), and unites two key attributes of this rum: the ageing at great altitude and the water mist captured in the mountains at more than 2,700 metres as an outstanding ingredient. This identity is elegantly captured in a slender and refined bottle, reflecting the essence of the land. With meticulous attention to detail, minimalist yet sophisticated codes convey purity and sustainability. A curveless Sans Serif typeface evokes stone carvings, which together with the gold-tone adds a touch of refinement, while silver labels conjure the mist on top of the mountain. To consolidate the authenticity and local connection of this unique experience, we shaped a label that embodies the San Sija Mountain, adding coordinates of its location. And to round off, all the labels are made from recyclable sugar cane and recycled glass. Meet a new distillate committed to caring for people and the planet, where sustainability is not simply a sales argument, but a deeply embedded truth. A project that demonstrates that it is possible to create something that is both thought-provoking and exquisite.