THE SITUATION
Facing serious competition, Captain Morgan had to stake its claim as leader of the Spiced Rum category in order to keep the brand and its products relevant to a new generation of consumers.
OUR WORK
Dramatize the “darker side of Captain Morgan” is an ownable brand platform that shows that this is a seriously bold, authentic Spiced Rum and tells the awesome, true-life legend of Captain Henry Morgan. With that top of mind, we created the ideas and visuals that would inform our strategic creative direction: A dark interpretation that recast the classic Captain character and brand story for today’s brown spirit enthusiasts. The brand launch kit feels like a contemporary version of a Captain’s chest. With a modern take on black wood-grain and old world type, it extends the graphic language developed for the label. We also created a brand book to evoke the Henry Morgan legend and share tasting notes and recipes through black and white photography, woodcut illustrations and vintage type—all with an authoritative, confident persona and smart language.
RESULTS
Straight from the mouth of our client, Diageo, “Our president took one look and immediately had us send several of them to the global president in the UK, so your amazing work has literally started to travel around the world.” Captain Morgan has risen from the dead. Drink up!
 
Designed by: THE O GROUP, NY, USA.
 
Captain Morgan
Captain Morgan2
Captain Morgan3
Captain Morgan4
Captain Morgan5
Captain Morgan6
Captain Morgan7
Captain Morgan8
Captain Morgan11
 
 

Captain Morgan Black Spiced Rum Kit and Brand Book

Featured on Package Inspiration

You may also like
Alcoholic Beverages
Finlandia Sahti Redesigned (Concept)
Alcoholic Beverages
Long Table Distillery
Beverages
Bolu
Want to inspire? Submit work
Submit your work!
Featured on Package Inspiration
Download
Sign up with your email address to receive news and updates