Back in the day, in order to confirm that their rum was filled with alcohol, sailors used gunpowder to ensure that their loot wasn’t watered down. These sailors strongly believed that when splashed with gunpowder, watered-down rum wouldn’t combust when hit with a flame. If the liquid did flame, then it was decided that the alcohol possessed over 50% alcohol.
Inspired by this old-fashioned testing method, Holly McNicholas, a senior at The University of Central Lancashire, created a rum shaped ingeniously in a bomb-shaped bottle. The branding system is absolutely incredible, filled with grit, personality, and witty nods to the old ways of doing things. Keeping the branding dark and mysterious through the color palette and straightforward typography creates a wonderfully balanced graphical system. A job well done, indeed.
