ButterflyCannon cut to the chase with the creation of the brand positioning, identity & packaging design for the disruptive new rum brand, CUT RUM.

CUT RUM is a range of quality, authentic liquids using only natural ingredients; with a portfolio that includes amazingly delicious rums: a sensational Spiced, a far too smooth Overproof and a knockout Smoked.

It was clear from the start that the liquids were the centre of attention here. This wasn’t a brand that was going to eulogize about its provenance, its history, its master distiller’s vision or a quirky brand myth. The co-founders Paul and James, were straight-to-the-point, no-nonsense personalities and knew they had great products and simply wanted to ‘cut the c**p’ to focus on what was important. Their only brief was to be disruptive and do the things the others don’t so people would see it, try it and enjoy it.