A Bold Celebration of Mauritian Craft & Culture
The Design Challenge
New Grove, one of Mauritius’ fastest-growing rum brands, needed a strategic portfolio refresh to reinforce its premium positioning. As a brand deeply rooted in Mauritian heritage, the redesign had to modernize the brand while making it bold, inspiring, and exciting. The challenge was to both modernize and unify the portfolio while maintaining distinctiveness between the Core and Liqueur ranges.
Our Inspiration
The design inspiration for this project came from the vibrant contrasts and rich identity of Mauritius, drawing on the island’s natural beauty, unique landmarks, and cultural heritage. Our goal was to transport consumers to the island, showcasing its lush mountains, pristine beaches, and unique flora and fauna.
We also wanted to highlight specific landmarks near sugarcane plantations to reflect the origins of each rum variant. These natural and cultural elements became the foundation of the design, mirroring the striking beauty and harmony that Mauritius offers.
The Design Solution
For the redesign, we incorporated the tropical vibrancy of Mauritius into every design detail. This was achieved through the introduction of a layered illustration style. Just Design collaborated closely with illustrator Megan Bird to research, sketch, and craft original, inviting illustrations for each variant.
We introduced a vibrant, sun-drenched color palette inspired by the island’s golden sands, lush greenery, deep blues, and fiery sunsets. The new color scheme adds warmth, richness, and tropical energy, making each variant feel like an invitation to explore a different part of the island.
To strengthen the brand’s identity, we elevated the Latanier Leaf icon and created a bold logo lock-up with the New Grove wordmark. We modernized the logotype, optimized the label shape and space for richer storytelling, and refreshed the closure, all while maintaining New Grove’s distinctive bottle silhouette.

As part of New Grove’s commitment to the island and its natural environment, we have chosen to use a ‘tree-free’ self-adhesive paper made from 100% renewable sugarcane fiber. We are proud to say that both the packaging label and the rum inside are crafted from sugarcane, reflecting our dedication to sustainability.

The Result
The refreshed New Grove range radiates the spirit of Mauritius—vibrant, bold, evocative, and undeniably premium. The new design commands attention with its sun-soaked energy, rich layers of discovery and storytelling, and a seamless blend of tradition and modernity.
This portfolio not only stands out on shelves but also establishes a deep connection with consumers. By capturing the essence of Mauritius’s natural beauty, the brand now evokes feelings of authenticity and premium quality, aligning with Mauritius’s reputation as a paradise and world-class rum destination.