Appleton Estate: Crafted With Joy

How can design reinvigorate a brand’s origins and define a new category? Despite its storied Jamaican history, the Appleton Estate rum brand had fallen stale. Campari asked us to recraft Appleton Estate into its flagship rum line, elevating the brand to a premium level and reimagining its presence in the global marketplace.

Appleton Estate’s heritage, processes, and flavors are all uniquely and proudly Jamaican. We wanted to evoke the country’s energy and spirit, and celebrate the brand’s commitment to the highest quality.

Expressing the concept of “joyful excellence,” we redesigned and premiumized every aspect of the Appleton Estate packaging — from the bottles themselves, to the labels, materials, and production values. We gave the bottles sensuous curves like the hills of Jamaica. We recrafted the label design, from overall composition to minute typographic details. We created illustrations of the Estate, nestled in the lush flora of Jamaica, suggesting the vibrancy of the rum’s origins.

The result is era-defining packaging that elevates the brand into the premium category. The new portfolio presents a cohesive product range with carefully crafted premium cues, resulting in a hierarchy easily understood by consumers. This rebrand serves as an expression of Appleton Estate’s pursuit of joyful excellence.

SENIOR DESIGNER:
Harlie Brindak