Legend has it that in 1975 Dutch searched the world for the best rum, but sadly he never returned to show the world his findings. 45 years later an exploration team found dutch’s plane in the jungle of Venezuela and the recipe for the Rum. This rum is an homage to the man that never returned home.
The default visual language for Caribbean rums leans toward pirates, ships, and nautical motifs like anchors and rope. But the makers of Dutch45 gave the brand an intriguing backstory: A myth about a man named Dutch who set out in a single-seat airplane to find the world’s greatest rum. He disappeared, and 45 years later his downed plane was found in the jungle of Venezuela — along with the recipe for the rum.
For Dutch45, the usual tropes for the category weren’t appropriate. So we designed the label with a spirit of exploration, spotlighting Dutch’s plain, its tail afire as it coasts above the palm trees.
A compass rose, encased under a glass lens, adds a distinctive tactile touch that reinforces the narrative. You don’t have to know about Dutch or even believe the legend to feel that this spirit will fuel your own sense of adventure.
CREDIT
- Agency/Creative: Think Bold Studio
- Article Title: Dutch 45 Rum Packaging Design by Think Bold Studio
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Portugal
- Agency/Creative City: Aveiro
- Market Region: Europe
- Project Deliverables: 2D Design
- Format: Bottle
- Substrate: Pulp Fibre
- Industry: Food/Beverage
- Keywords: label design agency, packaging design agency, rum label design, packaging design
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Credits:
Creative Director: Hugo Marques
