This 21 year old rum from Appleton Estate originally came in an oval tin. I was challenged to come up with a design that was altogether more worthy of its premium price tag. The idea was simple – engage the consumer. I chose to do this by touch.

Sometimes the look of things just isn’t enough to convince people of quality.

Using a very premium leather effect paper and embossing fine detail was very effective in two ways – firstly the look became much more contemporary and clean letting the elegant typography shine. Secondly the warm feel to the hand and the discovery of embossed textures and patterns re-enforced the premium quality of this product.

The rich blue compliments the deep golden colour of the rum, and the cream label with individual numbering is befitting of the crafting that has gone into the spirit and conveying the story to the consumer.