The Design Challenge
Off the back of a very successful launch into market with its flagship rum, the iconinc Mauritian brand, Lazy Dodo, approached us to envisage their expansion into flavours . Our goal was to balance creativity with consistency, ensuring that these new variants reflected the bustling tropical energy of Mauritius, whilst maintaining the brand’s core assets. From standing out on the shelf and appealing to a broad audience, this challenge was all about infusing the quircky personality, illustrative vibrancy, and bold appetite appeal into the design of the new flavours.

Design Inspiration
Drawing from the luscious vegetation of the Mauritian fauna and flora, our creative direction once again brings to life the island’s vibrant culture, exotic landscapes, and rich food heritage. The flavours themselves became a starting point for storytelling, with each variant evoking the tropical flair of its ingredients. Each label was designed to bring Mauritian spirit to life – celebrating its lively traditions and exotic allure in a way that resonates with locals as well as tourists.

Design Solution
Our talented in-house designer created the illustrations, crafting intricate cartouche-style visuals that highlight each flavour profile with it’s individual personality and appetite appeal. The artwork seamlessly combines tropical motifs and island textures with modern flair. Key brand assets—like the turquoise core colour and Lazy Dodo logo—were elevated to maintain brand recognition whilst still giving the flavoured range its own playful identity.

The Result
The result is a design that feels both premium and fun, effortlessly blending the adventurous nature of rum with the elegance of Lazy Dodo’s heritage. Each variant of the flavoured range bursts with tropical energy, enticing consumers with its bold designs and unique visual cues. With every bottle telling a story about island life, the Lazy Dodo flavours are impossible to miss on the shelf and irresistible to pick up. These rums are a celebration of Mauritian culture, capturing the essence of the island’s history and unique flavour notes in every sip. The real bird may be a thing of the past, but Lazy Dodo rums seem to be shaping the future!