Global Spiced Rum brand Captain Morgan is set to unveil a bold colour with its new bottle design available globally in March.
With an updated ‘Captain’ logo to ‘maintain recognisability’ and highlight the brand’s flavour, the new label also incorporates a gold brush stroke to reflect the spice and smoothness of the drink.
“This new pack design heroes the delicious spice of our liquid and character as a brand,” said Samori Gambrah, global brand director of Captain Morgan. “It will allow us the flexibility to show up dynamically in our sponsorships, live events, collaborations and packaging worldwide.
“This launch comes at an exciting time of transformation for Captain Morgan as we evolve how we communicate with our consumers.”
Parent company Diageo appointed the creative agency Bulletproof to design the new look.
Jo Smith, global design lead for Captain Morgan, said: “We wanted to create a fresher, more dynamic design that puts taste and flavour at the forefront.
“On our journey towards Captain Morgan’s new global brand world, we enlisted the help of creative agency Bulletproof, who captured the essence of the brand with the final pack we see today.”