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History in the drinking. Smatt's, the finest Caribbean rum, receives an online makeover courtesy of Kiss The Frog.
6:30 am , April 11, 2012

History in the drinking. Smatt’s, the finest Caribbean rum, receives an online makeover courtesy of Kiss The Frog.

Kiss The Frog have launched the new website for what many consider to be the world’s finest tasting premium rum – Smatt’s. With its smooth and pure Silver blend and its silky smooth and fine Gold variety Smatt’s Rum embarks on a new minimalist and stylish online presence to complement the traditional history that makes this brand one of the most sought after tipples of the elite.

Smatt’s is one of the finest rums ever produced, dating back to the earliest days of rum production in the Caribbean. Considered by many as the world’s best tasting rum due to its intense smoothness and unique flavours, Smatt’s epitomises the unrivalled quality that has made Jamaica the home of rum. The birthplace of Smatt’s is a historic distillery, beautiful estates surrounded by soaring mountains, pure mineral springs and rich sugar cane fields; elements that all contribute to the Smatt’s phenomenon.

After a number of meetings with the directors of Smatt’s Rum, we established that the long term vision was to create a minimalistic yet stylish online presence which encompassed the values of the Smatt’s brand, so we examined the existing Flash based site which had long expired as the ideal solution for the current market, given the trends of browsing on tablet and mobile devices and its lack of scaleability, search integration and content management. We stripped it back to the bare shell and highlighted the key messages that Smatt’s wanted to convey – first and foremost, their product, followed by the history and tradition behind the rum alongside its place in the market.

We came up with a very subtle and stylish set of templates built on a sturdy content management system so things such as their regular events – International Polo, co-branded launches et al – which Smatt’s are very proactive in, become easily manageable and integrate well in the site without detracting from the focus of the products.

In addition to the digital element, we have also been involved in redesigning key material such as bottle labels, billboards, marketing collateral and event invites.

Sometimes, simple works best. Check out the result here.