Featured image for Duppy Share Rum Moves Towards A More Aspirational Identity

Duppy Share Rum Moves Towards A More Aspirational Identity

by Chloe Gordon on 01/19/2022 | 2 Minute Read

The Duppy Share is an award-winning blend of Caribbean rums from Jamaica and Barbados.

The team at Duppy wanted to refresh their brand identity and build a label system for their Spiced, White and XO rums. The change marked a move away from their former ‘Making Mischief’ personality towards a more aspirational message: ‘Share the Spirit of the Caribbean’.

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Firstly, a subtle tweak to their brand name made space for a new brand marque to take center stage. This was then echoed across each bottle through a new logo lockup and land-shaped keyline. The combination allows consumers to understand and recognise the Duppy brand instantly. A new bespoke bottle shape and vibrant label design bolstered this newfound consistency, allowing me the creative freedom to really showcase the unique flavours of each drink.

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Duppy Spiced is a progression from their original Aged line. It focuses on a golden-hour sunset through a pineapple-shaped setting sun, hinting not-so-subtly at the hero flavour of the rum.

Duppy White is the product of a collaboration with musical pioneer Kano and is targeted at a younger, more musically aware audience. The vibrant design is a true reflection of the memories, smells, flavours, and sounds of Kano’s Jamaican roots. At the same time, it reflects the big impact of Jamaican culture on London.

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The XO is an aged rum – an elegant blend of five, eight, and 12-year-old rums from Barbados. Best consumed when the sun goes down, the bottle shows the first nighttime view of the Caribbean, through a rich array of blue foil and matt-black frosted glass.

This diverse range of bottle designs distills the brand’s strengths while targeting a range of audiences with different tastes. Duppy now attracts a broad church, while fully embracing the spirit of the Caribbean.

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Editorial photograph
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