slwnstdy
m3.jpg

MountGayRum

2018 Mount Gay Rum Global Brand Refresh

Core Team :: Allie Hughes, Sarah Christ, Steve Howard, and Jana Heidenreich

 
MG_Styleguide_2018-36.jpg

FROM KITSCH TO QUALITY

The original visual identity was made up of what we referred to as a "Pirates of the Caribbean" kitschy cartoon vibe. We shed all those historical cues and built a system inspired by Barbados' modern day culture, and it's unique relationship with Time. Utilizing all of it's gritty textures, sun-bleached colors, and vibrant people that make it one of the most laid back places in the world.

The Deconstructed Postcard

Our design philosophy for the system was labeled the “Deconstructed Postcard”. Utilizing a layered collage of elements derived from the historic distillery in St. Lucy Parish and other found objects from around the island. All carefully crafted for the right blend of product story and Bajan culture.

 

THE OLD BRAND IDENTITY


 

THE NEW BRAND BOOK (just a few pages)

Global Reach

We developed an in-depth masterbrand guidelines for all of the agencies and creative partners worldwide, with working templates, and a photo library.

 
 

 
MG_Styleguide_2018-35.jpg
 
 

 

We partnered with a young up and coming Bajan photographer Kyle Babb to develop the photo library. Creating a unique look for Black Barrel, XO, and 1703.

IMG_7222_Opt1.jpg
 

 
IMG_8206.jpg
IMG_8795.jpg
 

 
IMG_7807_Opt1.jpg