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’.
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.
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.
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.
- Designed By: Aitch Creates
- Instagram: @aitch_creates
- Photographer: Frederick Wilkinson
- Instagram: @fabercollege_studio