On the Rocks
What We did:
NPD
Brand Creation
Packaging Design
Brand World
Wreck Reef Rum Company is new brand creation, aimed at the entry level tier of the rum category. Queensland has a rich maritime history, and Wreck Reef pays tribute to its infamous namesake in the Southern part of the Coral Sea Islands.
THE BRIEF: Create a new brand named Wreck Reef Rum Company, targeting cost sensitive consumers at the entry level tier of the rum category that don’t want to compromise on quality.
THE OPPORTUNITY: We wanted to champion the sailors that braved the treacherous seas of the Wreck Reef, but avoid the visual cliches of the rum category that can appear dated. We needed to signal quality, but not at the expense of suggesting a premium pricepoint.
BRANDING & ILLUSTRATION: Our brand mark reflects the cross section of an old wreck on the sea floor, and our illustration champions the dangerous seas above the reef.
LABEL DETAILING: Subtle embossing, a quality paper stock and foil blocking, all reinforce the idea that this is a quality offering despite its price point.
READY TO DRINK: The brand and packaging design also needed to work in an RTD format across two different flavours, and really stand out in the crowded chiller.
MERCH: This needed to be stylish and genuinely wearable by both staff at the distillery and loyal consumers. The waves create a real point of recognition through all the brand touchpoints.
VARIANTING & RANGE NAVIGATION: With four variants currently in the bottled range, we needed a strong range feel but with intuitive navigation, and a clear strategy to extend the range in future.
SHELF BLOCKING: The waves deliver strong brand synergy and powerful shelf blocking when we have multiple facings in the bar or at shelf.