Brand book, limited-edition packaging and trade-launch system for Captain Morgan Black Spiced Rum.

Captain Morgan Rum

The launch of Captain Morgan Black Spiced Rum called for a darker, more modern interpretation of a familiar brand character. The defining question was simple: what would Captain Morgan be if it did not exist until now? The resulting trade-launch system recast the brand with more grit, mystery and substance. The visual language moved into black-and-white photography, textured materials, copper details, illustrated storytelling and a sharper brand voice designed for a new generation of brown-spirit drinkers.

Brand / Client
Captain Morgan / Diageo
Category
Packaged Goods, Wine & Spirits
Context
The O Group
Role
Creative direction, design direction and brand voice direction
Services
Brand Strategy, Creative Direction, Packaging Design, Brand Book, Trade Launch Materials, Photography Direction, Illustration Direction
Collaborators
Karin Satrom, design. Mark Loader, photography. Illustration created in-house.

The Darker Side of Captain Morgan campaign wordmark in white and copper on black.

The work created a world around “The Darker Side of Captain Morgan,” including produced trade materials and a premium presentation kit.

Closed Captain Morgan Black presentation box with black wood grain and a white branded seal.
Open Captain Morgan Black trade kit with rum, bitters, a flask, chilling stones and a brand book.
Open Captain Morgan Black trade kit with rum, bitters, a flask, chilling stones and a brand book.
Close-up of the Captain Morgan Black label sealing the black wood-grain presentation box.
Captain Morgan Black inner-lid graphic with copper product messaging and a dark illustration of the Captain.
Detail of the Captain Morgan Black trade kit showing rum, bitters, chilling stones, a flask and the copper-lettered book.

The scope included discovery, program ideation, photography art direction, brand voice, a brand book and packaging.

Black Captain Morgan Black brand-book cover with copper lettering and ornamental borders.
Overlapping Captain Morgan Black brand-book spreads with monochrome imagery and copper All Hail Morgan lettering.
Captain Morgan Black brand-book spread pairing product storytelling with a black-and-white rum, skull and candle still life.
Captain Morgan Black cocktail-recipe spread framed by a black-and-white illustration of ships and waves.
Black-and-white Captain Morgan Black cocktail photograph with a snifter, citrus and metal drinking vessels.
Black-and-white Captain Morgan Black bottle and tall cocktail beside a lime, coins and a drawstring pouch.
Captain Morgan Black bottles photographed in a dark still life with a skull, smoking pipe and candlesticks.
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