CLIENT - DIAGEO
BRAND - BUNDABERG RUM
MARKET - AUSTRALIA & NEW ZEALAND
SCOPE - DESIGN STRATEGY / BRAND IDENTITY / PACKAGING
BRIEF - SMUGGLED RUM

This was certainly a brief of ‘smuggled rum’. Why? Because in so many ways we purposely let go of classic rum codes, in order for Bundaberg Rum to subvert the growing bottled cider phenomenon sweeping Australia. We deliberately borrowed the signature bottle format of the category, and gave ‘craft’ names to each of the variants. We developed an aesthetic that payed rent to another time. Not current, not old, but with a level of genuine hand crafted antiquity. The illustrations having some lovely content quirks. We also gave each label a modern twist, by cutting out a section of the paper to show a little of the bottle, using that brown glass space as part of the illustration. The success of this project was unparalleled at the time, enabling the brand to source profitably from this particular ready to drink fad.