In a global market where brands jostle to get the attention of the non-stop party animal, Cruzan has stood apart with countless awards for quality.  Loved and admired by those in the know, it needed to communicate the pleasure of its authentic taste more widely.

Our task was to make Cruzan the premium rum for a consumer looking not for wild partying, but to enjoy good times with a high quality drink. This meant creating packaging and off-pack visual style that would tell the story of eight generations of dedication to distilling ‘simply better rum’ and connect with consumers across international markets.

Fundamental to the solution has been to ensure that everything about the Cruzan bottle oozes authenticity and reflects the brand’s heritage in a way that speaks of  ‘timeless quality’. We have created a new brand marque, crafted from the original family crest that appears on the distillery wall.  Everything from cap to the master distiller’s signature tells the story - a story that extends from the most premium, aged rum to the lighter, flavoured products and reflects the relaxed self assurance of the island and its people.