The team decided to create a brand and pack design for this new-to-world rum that embodied a fun, easygoing, and unpretentious attitude.

The final design features a unique, rounded back bottle like a turtle that is extra easy to hold and pour. The team also created the iconic image for the front label - conveying the belief that at its heart, rum is about having a relaxing good time with friends you enjoy.

While still in the early days of product launch, and currently available in limited release, initial results are quite positive. Sales have exceeded forecasts, and reorder rates continue to surpass expectations in advance of the upcoming summer peak rum season.