Craft Rum Club

PREMISE

Craft Rum Club have been showcasing the versatility of rum with their audience since 2016. Rum is one of the most diverse spirits categories in the world. Mass market has flattened rum into extremes — whether that’s spiced or unspiced or flavoured and sugary, or premium but inaccessible. Craft Rum Club shares the rich diversity and breadth of the category, showing people everything in-between and outside of those parameters with curated collections unearthed by the husband and wife founders each month.

TENSION

Craft Rum Club needed to become an own-able and robust brand. That required maturing from being a nondescript, faceless vessel for the brands they shared  to developing a brand that can hold its own alongside the spirits they shared. Combine the confidence as an established product, the first of its kind,  with the fundamental purpose of the business; shared discovery.

Having a market qualifier (the first, the top rated etc.) doesn’t make you a full brand
or engage the consumer. It should be used to qualify after intrigue and exploration.
Showcasing other brands doesn’t mean turning down the volume on your own.
Craft Rum Club needs the duality of being a knowledgable guide and fellow explorer.
Turn the brand from a one dimensional, static vessel to its foundations;
active and shared experiences, community and nuance.
Invite shared exploration, rather than prescriptive answers.
Shift from a subscription service to a platform for discovery.

Having a market qualifier (the first, the top rated etc.) doesn’t make you a full brand
or engage the consumer. It should be used to qualify after intrigue and exploration.
Showcasing other brands doesn’t mean turning down the volume on your own.
Craft Rum Club needs the duality of being a knowledgable guide and fellow explorer.
Turn the brand from a one dimensional, static vessel to its foundations;
active and shared experiences, community and nuance.
Invite shared exploration, rather than prescriptive answers.
Shift from a subscription service to a platform for discovery.

Tone of Voice

Use language to pull people into the category, rather than instructing them from the outside.
The brand, the founders are as much part of the journey and community as they are the curator.

Monthly drops become moments of discovery
Storytelling builds anticipation, not just information
Content invites curiosity, rather than delivering answers

Tone of Voice

Use language to pull people into the category, rather than instructing them from the outside.
The brand, the founders are as much part of the journey and community as they are the curator.

Monthly drops become moments of discovery
Storytelling builds anticipation, not just information
Content invites curiosity, rather than delivering answers

Strategy to Form

Craft Rum Club is about exploration, the identity can’t feel
authoritative to the point of inaccessibility or closed.

It needs to feel:

Layered
Evolving
Open-ended system that allows for difference, within a consistent brand framework.

Visual decisions prioritised variety and contrast; reflecting the diversity of the category, the communal experience of discovery and details of the rum world.

Large full bleed imagery that can hold product detail alongside brand marks or key messaging.

Strategy to Form

Craft Rum Club is about exploration, the identity can’t feel
authoritative to the point of inaccessibility or closed.

It needs to feel:

Layered
Evolving
Open-ended system that allows for difference, within a consistent brand framework.

Visual decisions prioritised variety and contrast; reflecting the diversity of the category, the communal experience of discovery and details of the rum world.

Large full bleed imagery that can hold product detail alongside brand marks or key messaging.

NEXT PROJECTS

BURN

BURN

Momentoro Tequila

Maverick Vodka