Global Redesign: Increasing Authenticity & Maintaining Brand Equity. Captain Morgan Original Spiced Rum has something of a cult following within its consumer base. Understanding the consumer, the brand and the legend of the man behind it was key to the success of the global brand redesign. The main objective was to increase quality, authenticity and heritage cues without losing the lovably rogue nature of the brand. The captain was repainted, the structure was embellished and every aspect of the label was refined to communicate quality, craft, taste and to engage consumers in the authentic brand story.
Global Relaunch Rollout 2010-2012, Designed for Diageo via Landor Associates, NY