Launched in 2021, Crusty Juggler Rum Co. is the result of a decade of rum drinking and almost 130 years of family history. Kingdom & Sparrow created the original rum brand with one core product – Barrel Aged Black Spiced Rum.

The original brand packaging is inspired by the pirates of the Cornish coast and we developed an illustration of the Crusty Juggler that embodies the brand’s renegade character. We wanted to keep the identity quirky but not too ‘novelty’ in its pirate theme. With this in mind we created a brand with a personality that captures the adventurous, independent spirit of the Cornish people, and the sea, with a highly detailed, hand-drawn illustration of the sea and of the Crusty Juggler himself.

After the successful launch of their flagship project, Crusty Juggler Rum Co. came to us to extend their flavour range within the existing brand, and start branching out into RTDs.

Strategy
The on-trade and spiced rum drinkers were seeking new rum flavours, but after some investigation we found that the Crusty Juggler packaging and brand itself were very recognisable and sought after by local pubs and bars.

With this in mind we looked at a flavour extension strategy that would keep Crusty Juggler front of mind and recognisable on the shelf.

Design
For the original brand, we chose a gritty, monochromatic style with expressive lettering, detailed hand-drawn illustration and nautical messaging (including a bespoke poem) to tell the tale of the Crusty Juggler.

The character himself has tattoos filled with discoverable details about the Johns’ family history and references to Hot Fuzz (if you know you know!), creating an intriguing world for consumers to delve into. A black wax seal tops off the bottle and adds to the seafaring tone.

We decided to keep all these recognisable, Crusty Juggler-related assets and differentiate the flavour extensions through type and colour. The brand is already very recognisable in the region across bars, pubs, festivals and in the home, so it made sense to keep the packaging and brand name as similar and as salient in people’s minds as possible.

In keeping with the theme of a monochromatic brand we looked at different sepia and brown tints to differentiate their ‘Black Strap Pineapple’ and ‘Coffee & Cacao’ rum extensions. We also changed the colour on the wax tops between flavours, to add to flavour differentiation.

The RTD translates the core assets of the master brand into a can-appropriate label, which still communicates the spirit and essence of Crusty Juggler, but also leans into familiar rum and cola design cues, using a red and black colour palette. Touches of gold give the can a premium feel.

Impact
Crusty Juggler remains a well loved, well recognised brand throughout Cornwall for locals and tourists alike. They are proud sponsors of the Cornish Pirates rugby team, and the brand extension has been picked up by a number of restaurants and bars. Their new flavours are with a number of national wholesalers including Masters of Malt and Regency Wines.