Diageo wanted to launch their spiced variety of Captain Morgan not only stripping the icon of his rank, but excluding him altogether from the label.
A total revamp, we realised, could alienate rum drinkers with a fondness for the brand, for whom the name Morgan would always conjure up images of the swashbuckling seafarer.
We acknowledged the Captain only by nautical cues, weathered charts of the Caribbean, a compass and embossed coordinates. The tall, refined bottle shape is definitely more va-va-voom than
WHAT WE DID
Brand strategy, naming, brand design, packaging design.