JimmyRum is a craft spirits distillery with an audacious goal, to change the way Australians think about rum. Commonly considered in Australia a ‘bogan’ beverage, The Duck’s Guts Graphics mission was to transform this stereotypical image for JimmyRum into something more palatable — through the use of a minimalistic aesthetic.
As a relatively new business and armed with a thirst for innovation, JimmyRum’s design objective was to take their branding to the next level and position their product as less of a pirate’s vice — more of a premium spirit to be sipped and savoured. Although JimmyRum desired a top-of-the-line aesthetic, the brand needed to remain, in their own words, uncomplicated, unpretentious and unruly, both in a visual and physical sense. Challenge accepted!
The Duck’s Guts embarked on an overhaul of JimmyRum’s marketing & corporate collateral, while designing the product packaging. With their sailing-inspired logo, imagery that journeys from calm-water sailing to angry seas, and an oceanic inspired colour palette with a copper metallic influence from their still ‘Matilda’, we were able to create a variety of moods within each piece yet ensure total brand consistency and a premium result.
Artwork uses crisp, clean typography, ample white space with conversational copy to reinforce the brand’s fuss-free, authentic attitude. The photographic elements work hand-in-hand with the liquid hues to elicit feelings of adventure, warmth, or relaxation.
Today, JimmyRum has a suite of collateral they are proud to share with their audience, and product packaging that accurately reflects the brand personality and premium product that’s taking Australia’s rum industry by storm.
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