Ask any bartender or rum drinker, and they’ve heard of Wood’s Old Navy Rum. With over 100 years, William Grant & Sons has distributed this highly revered spirit. However, the packaging felt dated and possessed limited shelf appeal, so they turned to Purple Creative for new premium packaging.
Gwilym Cooke, Wood’s Brand Manager, comments, “After evaluating the brand’s rich history, consumer trends and the dark rum category, we recognised an opportunity to rejuvenate Wood’s. Purple has succeeded in creating premium packaging that matches the quality of the liquid inside the bottle, without straying from the navy history that is so iconic to the brand.”
Purple Creative Founding Partner & Creative Director, Steve Bewick, mentions, “Our objective was to make the Wood’s bottle and packaging more premium, iconic and memorable. We conducted extensive research into the history and heritage of Wood’s, including unearthing some previously unknown facts about the brand inspired by its rich naval heritage and traditions.”
