Featured image for Sugar Island Rum

Sugar Island Rum

by Barbara Zandvliet on 09/25/2014 | 2 Minute Read

Inspired by stories of rums colonial past, Sugar Island Rum Co. and San Francisco design studio Swig positioned the brand as an alluring oasis for today's rum drinkers.

"In 1731, in accordance with the regulations, British sailors were given a daily ration of rum. Coincidentally, mermaid sightings in the Caribbean rose significantly around this time. Sailors believed mermaids rescued shipwrecked sailors and brought them to Sugar Island. Many great ships have been lost at sea forever, chasing mermaids and looking for the mythical island." 

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The concept is interesting and the graphics are very dramatic and detailed. The layout is well-balanced and appealing. The subtle way in which watercolor was applied to the mermaid's tail and scales, enhances the design and helps consumers identify the different varieties. 

The vintage, colonial era theme plays out in the packaging labels, which look like roughly hewn parchment paper and matching cardboard 12-pack cartons. 

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This is definitely a memorable design, but also one that's very niche and really targeting a specific type of consumer for the brand. 

Designed by Swig Studio

Client: Sugar Island Rum Co.

Country: United States

City: San Francisco