The West Indies is more than a pleasant holiday destination – because this is where they make really good rum. Perhaps the best rum of all is the one produced with the Cruzan brand name on the island of St. Croix.
When the V&S Group bought Cruzan in 2006, we were given the task of developing the identity of the brand prior to a global launch. Our objective was to build a worldwide premium brand that would challenge the conventions of the rum market, while at the same time preserving the brand’s 250 years of traditions. Our assignment included developing the name, tonality and graphic profile with logotype, imagery, colours and typography. We also designed their new bottle.
At the time of the launch the way Cruzan expressed itself was totally different from that of the competitors. Rather than doing like Malibu, Bacardi and Captain Morgan – communicating parties, beach holidays and palm trees – we decided to focus the communication entirely on the product itself.
Part of our assignment was to produce a brand handbook, which we designed in the form of a magazine – the Cruzan Brand Magazine. The first issue came out in March 2007 signalling the start of Cruzan’s global launch.
