Matugga’s Packaging Redesign Visualizes A Sense of Scottish Craft And African Soul

Published

June 1, 2023

Filed under

For Brands, Redesigns, Spirits & Liquor Packaging

Studio Taktile designed MATUGGA CRAFT RUM’s packaging design reiterating the brand’s motto of “Scottish Craft — African Soul.” The natural wood stopper paired with the intricate pattern and gilded details helps the culture’s iconography come to life. The design is simple, but by using quickly recognizable elements, the packaging system becomes distinctively ownable.

Editorial photograph

MATUGGA CRAFT RUM African soul meets contemporary design in this distinctive packaging redesign. The Matugga Distillery embraces a past rooted in the African rum trade and future building on Scotland’s distilling expertise. They needed to redesign their packaging to reflect this fusion of cultures while positioning themselves as a premium but approachable brand.

Chloe Cordover

Chloe is based out of Savannah, Georgia. While she’s a writer by trade, she struggles to write her own bio. All you need to know is that she’s a lover of dirty martinis, a maker of charcuterie boards, and always has her nose in a book but hasn’t mastered doing all three at the same time. If you want to know more, follow her on Instagram @chloecordover