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.
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 typeall with an authoritative, confident persona and smart language.
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!